mymuesli
Premium Food Brand and Category Leader
Brand Strategy · Product Innovation · Leadership
mymuesli was founded in 2007 with a simple idea: everyone shall be able to mix their favorite muesli online out of 80 different organic ingredients.
I joined the company in 2010 when it was still in its early startup phase. Over more than a decade at mymuesli, I played a central role in shaping the brand and its product universe – from start-up challenger to category leader in premium food. My responsibilities included:
- Leading the overall brand strategy for mymuesli, including CI, tone of voice and creative direction
- Managing the development and launch of 500+ products across multiple categories
- Overseeing market research and customer insight projects to inform brand and product decisions
- Leading and growing three teams – Branding, Product Management and Webshop Content – with around 20 team members
- Planning and executing global brand campaigns to drive awareness and growth
- Managing strategic brand partnerships with Disney, DFB, Oatly, Mini, Pantone and others – from concept to co-branded product
- Developing and implementing mymuesli’s sustainability strategy with the aim of achieving B Corp certification
- Leading the complete rebranding of mymuesli in 2023, including positioning, CI and all key brand touchpoints
This is how mymuesli looked and felt before the rebranding in 2023:
mymuesli Rebranding (2023)
Returning to our roots to sharpen what made us strong in the first place.
After years of brand dilution, where mymuesli expanded into unrelated categories, we realised something crucial: People didn’t just love the brand – they loved the category it had created. mymuesli was never meant to be just another logo on any food product. It was the pioneer of customisable premium muesli, and that’s what made it iconic.
Through extensive customer feedback, we rediscovered the brand’s original power: individualisation, quality, and emotional relevance. In collaboration with Partners Creative Consultancy, we spent 12 months refining our positioning, design and messaging.
The result? A rebrand that doesn't reinvent mymuesli – it brings it back to its essence: the category-defining experience of custom muesli, elevated.
