Moiom
DOUBLE THE FUN
Moiom’s brand identity captures the spirit of play and unites the worlds of children and parents—one slide at a time.
Challenge
Sliding into a new identity
A new children’s slide brand is in town—and its identity should inspire children to play while fitting in the homes of style-conscious parents.
Approach
Shared happiness is double happiness
For children, connection is happiness. However, their play areas are often separated from adults. moiom’s new positioning and identity invite children and parents to make more room to be together and connect in each other’s worlds. A world where play is never “on” or “off” but a quest that can take place anytime, anywhere.
Solution
Double the Fun
Shared happiness starts with the name. The ear-catching palindrome embodies connection, with the two parts coming together in the middle and the two ‘O’s adopting the shapes of fun objects from LEGO pieces to doughnuts.
This ethos guides the brand’s joyful and tactile visual identity, anchored by the concept of multiplying. From the symmetrical shapes, squishy 3D renders, and a balloon-esque typeface to the vibrant photography and harmonious colour palette, moiom is playful yet premium, lively yet refined.
Play is infused in the brand’s tone of voice. No baby talk, boring grown-up talk, or being loud; Moiom ignites your imagination and inspires you to start playing.
