Moomin Characters
We all love the Moomins! BOND had the pleasure of designing a logo, custom font and packaging for the brand. With over 600 licensees world-wide, Moomin brand was also in need of clearer guidelines to help licensees develop new products in line with the core Moomin strategy.
More Info
client:
Moomin Characters Oy Ltd
website:
contributions:
Logo design
Typography
Brand strategy
Packaging design
Retail design
awards:
Best of Finnish Advertising and Design, Silver Award, 2016
industry:
Entertainment
The Moomins are quirky, lovable characters from books, comics, movies and multiple television series, created by the beloved Swedish-speaking Finnish author and illustrator, Tove Jansson. Today, the Moomins are globally one of the most influential brands in licensing from clothing and toys to mugs and skateboards. We, as huge fans of the Moomins, started the rebranding project with a new custom font.
As the brand had shifted on using mainly the early artwork by Tove Jansson, we designed a custom typeface to match this. The design is based on an original typography used in the early comic strips by Tove Jansson herself.
To strengthen the brand and to support their core values, the Moomin brand needed clearer brand guidelines to help its licensees to develop new products - in alignment with the core brand. BOND designed a new set of general guidelines for all FMCG products. Bringing the focus back to Tove Jansson's original artwork has been key to the Moomin brand's continued popularity throughout the world.
We also designed new packaging for all the Moomin shops in Finland. To respect the heritage, the new design makes use of original artwork combined with striking bright neon-colours.
