Moxtain

Branding | UX/UI Design

Background

BACKGROUND

Moxtain, founded in 2016 by a group of passionate trekkers, was created to ignite a love for in millennials! With a team primarily made up of software engineers who have unehed the incredible stories of the HIMALAYAN MOUNTAINS, the brand is on a mission to share these awe-inspiring tales with new generation.

As a Branding and UX/UI Consultant, I jumped on board to help tackle real challenges and inspire adventurous lifestyles! I dove into the competitive landscape and crafted a dynamic that aligns with the future goals, sparking excitement among audiences to join the company mission. I truly believe that a vibrant brand and an intuitive digital experience the keys to success. By adopting a human-centered design, I created a functional product and a bold visual identity that stands out!

The Story

THE STORY

kicked off my journey by diving deep into the lives of real users, exploring their and the frequency of their adventurous activities! Through engaging conversations, I uncovered invaluable insights that shaped my strategic and design choices. What I found was truly exciting: their interests fueled by ambition rather than just action. They loved discovering thrilling experiences online, yet the of embarking on a trek was nothing short of and aspirational for them!

Strategy

THE STRATEGY

The brand’s core ambition was to inspire customers to break free from the chaos of city life and embrace the thrill of nature. To achieve this, its positioning needed to be bold, compelling, and deeply resonant with a restless urban audience.

The name, suggested by stakeholders, became the foundation for shaping the brand’s philosophy and personality:

Moksha + Mountain = Moxtain

Moksha embodies both everything and nothing—a timeless state of flow. It represents neither a beginning nor an end, but an ongoing journey. Building on this, Moxtain emerged as a young, wise, and intelligent companion—one that travels with you, encouraging you to celebrate your individuality while connecting fearlessly with the wild.

Identity Design

VISUAL IDENTITY DESIGN - Concept note

Moksha is neither a beginning nor an end—it is a continuum.
“I am everything, and I am nothing.”

In this state, the self dissolves and consciousness awakens—revealing the soul’s immortality and its oneness with others, with nature, and with all life. Existence is no longer separate; it is interwoven.

I am Moxtain. I am Moksha in the mountains.

The five elements form the foundation of life, with earth as our eternal shelter. Nature, in its vastness, holds mysteries that guide us toward enlightenment. At the heart of it all lies nothingness—a perfect balance of ‘yes’ and ‘no,’ symbolized by the circle.

Across ancient texts, the circle has represented divinity, wholeness, and focus—like the radiant sun itself. It embodies moksha, karma, and the eternal flow of life.

On a trek, when one reaches a place untouched and pristine, there is a moment of stillness. A calm clarity arises—a state of everything and nothing. This essence is captured in Moxtain’s symbol: a mountaintop meeting the center of a circle, signifying harmony between Body, Mountain, and Moksha.

Sketches and brainstorming text

UX Process

UX DESIGN PROCESS

Moxtain introduces adventurers to the breathtaking treks of the Himalayan ranges, offering rich itineraries and authentic trekking experiences. The digital product is designed to build trust and inspire bookings, with Moxtain’s expert team ensuring that every journey is unforgettable.

To achieve this, the product focuses on addressing both user needs and business goals. At its core is high-quality, engaging content—especially immersive visual storytelling through videos—that sparks curiosity, fuels inspiration, and drives action.

Because trekking seasons are limited, Moxtain provides year-round itineraries, enabling users to plan ahead and secure their spots well in advance. The Expedition feature further strengthens the experience by creating a collaborative space where trekkers can connect, share plans, and coordinate group journeys—guided every step of the way by Moxtain’s seasoned team.