Enterprise Rebrand
Country Base: Switzerland
Industry/Sector/Keywords: Mats, Manufacturing, Plastic Foam, Sustainability, Fitness, Therapy, Yoga, Wellness

Below: Before and After Images in Slide Show, Summary, Credits

Industry Setting

Swiss brand AIREX® is the world market leader in the field of training and therapy mats. It was the first brand to manufacture foam mats back in 1952, which were used ever since by the Swiss Army. AIREX® products are present in over 50 countries through distribution partners, and exported to another 120 countries all over the world.


The challenge was to modernize the brand’s image, refresh its verbal and visual identity and make it stand out in the highly competitive market arena.


Brand story and all communication materials have been inspired by the Swiss pursuit of excellence.

In over half a century of continuous innovation, AIREX® has learned to transform foam plastics into environmentally friendly, light, and durable exercising surfaces of superb quality and comfort.

Made of up to 96% air and designed for ultimate sensory satisfaction, yet durable and strong enough to be used by the Swiss Army, AIREX® mats are your gateway to a stress-free zone, your space-out space. This has led us to defining the brand slogan “My Space, My Time” and the following brand story:

“There’s my time in my day, that’s that part of the day that I dedicate to me.
I put all the stresses, worries, naggings of the day aside, and get into my zone, this zone is my space, where I get better, stronger and strive to be my own best. My own best is what I wish for me, what I feel I need and strive to achieve. I want to be that best version of me for me, on my own terms, in my own space. In my own space, I space out the negatives and attract the positives. This is my space, my life, for the great ultimate feeling.”


The new branding was accepted with great enthusiasm internally, as well as among partners and media at the AIREX® Convention held in the city of Sins in Switzerland this October.


Client: Airex® – my-airex.com

Brand Strategists/Designers: Fabular – fabular.agency