Rebranding Moonpig
Less the gimmicky pig, more life of the moon.
Service
Rebrand
Tone of Voice
Art Direction
Client
Moonpig
Year
2018
Awards
D&AD Wooden Pencil
Transform Silver
Press
In 2017 the UK's biggest online greeting cards company needed to separate itself from novelty copycats and appeal to a more sophisticated market, all while maintaining their renowned sense of wit and charm.
The pig was dead, life was lived more lightly on the moon, and ‘Share a moment, share a Moonpig’ was about to blast into the vernacular. We have lift off!
Tone of Voice
A big part of our rebrand work was to develop new, personality-packed tone of voice guidelines to bring the brand to life. This was to be key to making moonpig consistently recognisable to our customers, but also played a huge part in getting buy-in to the new brand from colleagues across the business.
Getting the product and UX teams as excited about our new personality as our brand-savvy marketeers would prove a pivotal moment, as we collaborated to completely rewrite the entire website – a process that also broke down long-existing barriers between the different sides of our business.
Tone of Voice by Phil Dudman
Photography
The photography is as much about the essence of Moonpig as it is about the product. Unexpected comic twists, surreal gradient light, tonal pop colours. This allows us to show Moonpig’s distinctive sense of heartfelt humour.
Product styling is minimal and gives a sense of anticipation and energy. The lighting expresses quality and presents Moonpig products in a playful character using bold, bright colours from the brand pallet. Slightly odd angles and image manipulation also achieve a surreal and exciting effect.
Art Direction by Gemma Dowler | Photography by Aleksandra Kingo | Set by Elena Mora | Styling by Amy Friend
The Snout
The logotype is playfully designed to compress down to form a subtle reference to the original pig's snout in small spaces. It also extends out to allow for play with horizontal formats and interacts with the brand’s iconic jingle.
A font you can play with
The team worked extensively with British based type company F37 Foundry to create and develop a new Demi weight called Moonpig Lift-Off. This was a bespoke type family that would play a key role in expressing Moonpig's new brand identity.
This weight features 3 styles of alternates with random programming, giving it a playful yet structured execution. It consists of 4 subclasses: a regular class for the normal design of the characters, one class for the ‘lift’ characters, another class for the ‘wobbly’ characters and one for the more complex group of characters – those that ‘shake’.
A method called ‘Quantum’ was used for the programming. This allowed for a higher degree of randomness, which is defined by the amount of characters affected within a certain group of characters and level of substitution.
Font collaboration with F37 | James Turner | Ian Styles | Stuart Hammersley
