Context
MUXU La Glace grew out of its founder’s childhood memories of his grandfather’s restaurant kitchens in the French Basque Country.
Before the project, MUXU had an Instagram presence and visual materials, but no consolidated brand narrative and no website of its own. Atelier LB structured the brand's story and positioning, developed its content and digital experience, and delivered a published responsive website bringing together its identity, products and Basque roots in a single point of contact.
Brand strategy and storytelling
The project began with workshops with the founder and his partners to clarify MUXU’s vision, mission, objectives and values. Atelier LB reviewed existing creative materials, visual references, the brand’s origins and the founder’s personal story. This work was consolidated into a formal brand strategy document that would guide messaging, content and visual direction. Basque roots, emotional memory and a distinct Rio identity come together in the narrative expressed by the brand’s tagline: “Sabores que despertam emoções.”
02Information architecture, UX/UI and content
Building on the strategic foundations, Atelier LB developed the site’s information architecture, navigation, wireframes and content to bring the brand’s story, values and products into a clear, responsive experience. Claude supported wireframing and UX/UI work, under human direction and review. The copy combined the brand narrative with an SEO/GEO approach, supported by keyword research and analysis in Semrush, balancing brand expression, readability and organic discoverability.
03Creative direction and AI-assisted visual production
The visual challenge was to create a consistent language from materials and references that did not yet form a unified whole. Atelier LB directed the development of AI-assisted images and product packshots to express MUXU’s sensory world and visual codes. ChatGPT Pro was used to generate imagery, with creative direction, selection, refinement and human review throughout. The resulting work brought together product imagery and editorial scenes designed for the brand’s digital presence.
04Development, technical SEO/GEO and launch
The website was developed in Lovable from the wireframes and the strategic and creative guidelines. Atelier LB coordinated the project using an agile approach, bringing together content, UX/UI, visual creation, development and testing. Implementation included contact forms managed through Web3Forms and technical SEO/GEO optimizations informed by current best practices for structuring content for search engines and AI systems. The result was the launch of a responsive website bringing together MUXU’s story, flavours, values and visual identity. Atelier LB continues to support the brand on upcoming branding and marketing initiatives.
