Mueller Esports Medicine
Brand Identity / Print / Web / Brand Strategy / Social Media
The rebrand for Mueller Esports Medicine centered around their existing logo, with a goal to refresh the brand’s feel to better resonate with its audience. Through multiple surveys and user studies, we refined three initial concepts into a final vision that captured the brand’s direction. Completed in time for TwitchCon 2024, the rebrand included booth graphics to elevate the launch of their esports line, capturing the attention of their target audience and introducing a modern approach to what esports medicine can be.
Creative Direction:
For the rebrand of Mueller Esports Medicine, the creative direction aimed to honor Mueller’s established aesthetic, retaining red as a primary color to ensure brand cohesion. However, to set the esports line apart, we developed a look that balanced luxury and accessibility—something visually engaging yet grounded, resonating with the audience both emotionally and practically. The design embraced a minimalist approach, using clean lines and impactful visuals to communicate relevance and longevity. We introduced subtle graphic elements representing targeted vibration over specific body parts to visually convey common areas of pain for esports athletes, creating a unique connection that felt intuitive and authentic to the audience.
