The Moomins - inspired by the original artwork

moomin characters branding by BOND

Moomin Characters

The Moomins - inspired by the original art work

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:

moomin.com

contributions:

Logo design

Typography

Brand strategy

Packaging design

Retail design

awards:

Best of Finnish Advertising and Design, Silver Award, 2016

sector:

Entertainment

moomin characters branding by BOND

One of the most influential brands in licensing.

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.

moomin characters branding by BOND
moomin characters branding by BOND

Inspired by Tove Jansson's work.

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.

moomin characters branding by BOND

Product guidelines at the heart of everything.

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.

moomin characters branding by BOND
moomin characters branding by BOND
moomin characters branding by BOND
moomin characters branding by BOND
moomin characters branding by BOND
moomin characters branding by BOND

Packaging that makes you smile.

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.

moomin characters branding by BOND
moomin characters branding by BOND
moomin characters branding by BOND

Moomin Characters Oy Ltd