MOOODY Milk Chocolate

Logo Design / Branding / Brand Guide

This open-ended brief to develop a conceptual brand was taken as an ample opportunity for ironic social critique.

Mooody subverts the confectionary industry that markets ‘happiness-inducing’ products, by offering a wider range of varying mood-enhancing chocolate blocks. Mooody questions; why experience just one, over-rated feeling, when you can experience a whole rollercoaster of emotions? Sourcing ingredients from the most ‘over-emotional’ dairy cows, Mooody provides milk chocolate products that will have you feeling outraged, lovestruck or miserable.

Mooody’s brand identity is symbolised by its herd of interchangeable expressive cow mascots and logos. The brand normalises emotions that are often deemed undesirable, through quirky and humorous imagery and language across its packaging and branding. A soft colour palette, hand-drawn typography and hand-printed graphics signify the comfort of homemade goods, while reinforcing the brand’s spirit to embrace imperfection and messy emotions.