Branding agency Werkling worked with Mö to take their brand to a new level, expanding outside of just Finland. Because the plant-based brand’s taste is as luxurious as real dairy, the packaging system required its reflection. By utilizing visuals often seen in the dairy industry, such as rich navy hues and thick script typography, Mö’s packaging can compete in both plant-based milk and dairy markets.
Mo? had reached a point in their journey when they could take a major leap forward. Expand their product portfolio and grow their reach both nationally and abroad. Our task was to develop a brand strategy and new packaging system that differentiates Mo? and takes them to the next phase and beyond Finland.
Our approach was based on two main ideas: First, that Mo? products are 100% plant-based yet just as rich in taste and enjoyable as real dairy. That means that Mo? doesn’t only compete with other vegan products, but the dairy category as a whole.
Secondly, we focused on the resilient and charming personality of the founding siblings. Their inspirational determination to provide a climate and animal friendly alternative, and win people over with diplomatic flair. Polarisation, criticism or judgment are not needed.
To express these themes we decided to consciously subvert and play with the pastiche of dairy industry visuals and build on the history of dairy co-ops in the countryside. Think blue white colour scheme, use of script typography and hand-drawn ingredient illustrations. All this was paired with contemporary elements that are unusual for the industry, such as high fashion or an oversized contemporary logotype.
Colour scheme is inspired by the old dairies and village shops in Finland, opting for a blue and off-white. Typography draws inspiration from the same source, opting for centre alignment, font choice and typographic details of the 1920 ?s. This plain colour combination and nostalgic typography creates a calm base, to which pencil illustrations of the ingredients add charm, deliciousness and splashes of colour.
The logotype became a central piece, based on the typical script letterings of the dairy industry, but executed in a contemporary typographic style. The Mo? word mark is used oversized on the packaging for a bold look and to create contrast with the historically inspired typography and colour palette.
