Brand refresh for a baby and mother care brand providing a wide variety of products.

The MOON brand started in 2019 with a focus on maternity sleep products. In just three years, it expanded its offerings to include over 500 different products, such as strollers, car seats, toys, safety items, diaper bags, and bath products. However, as the brand grew, it became clear that the old brand identity couldn't adequately represent these new categories.

After spending over a year on the in-house design team, we recognized the need for a brand refresh to tackle the challenges we faced. One major hurdle was that the board did not want to change the existing MOON logo because it was trademarked. This meant we had to find a solution that worked around this constraint.

Upon examining the market and comparing MOON to its competitors, we discovered what set the brand apart. Customers recognized MOON for its good quality products at a reasonable price, considering it a value brand. However, they often felt confused or uninformed about the various types of products offered.

The solution was to create a new visual language around the existing logo without altering the logo itself. We designed a shape that drew inspiration from the proportions of the original logo, abstractly representing a 3/4 moon known as Waning Gibbous. This shape symbolized a period of redirection and growth. When positioned horizontally, it also resembled the contour of a mother's tummy, which became a motif used in packaging. The default color was a more vibrant version of the teal color that customers associated with the previous packaging.

Another significant challenge we faced was the need to distinguish the products from one another. To tackle this, we took the time to clearly define the existing products and any potential future additions, ultimately creating seven distinct categories.

Each category was assigned a unique color, which was then incorporated into various elements such as the logo, title, info bar, and icons in the packaging. These colors were also extended to the e-commerce images and website. As the flagship category of the brand, Strollers and Car Seats were branded with the official MOON color.

Here at MOON, we often need to adjust our branding to various dimensions when new products are introduced. In the past, when we didn't have clear guidelines, our boxes would look very different when sized differently. With our refreshed identity, we have created a consistent scaling system. This system ensures that our logo, title, icons, and info bar are all sized proportionately to each other, no matter what size they are displayed in.