MonthMay 2022

Moosies Design Brief/ Brand Story

Because Moosies are somewhat an imaginary brand, meaning that (they don’t actually want to replace their branding), I will create a design brief that is self initiated because I am not able to ask an actual client of the brand.


TAGLINE: Cool. Dairy. Simple

ABOUT THE BUSINESS: Moosies are a unique and fun food product mainly aimed at kids. This food product is mixed between an ice block and a ice-cream, it is flavored frozen milk packaged like Juicies.

BUSINESS GOALS: To provide a healthier, natural and 100% creamy source of calcium straight from New Zealand, that is a alternative treat for on the go kids.

TARGET AUDIENCE: On the go NZ kids who want to treat themselves to a healthier option, also parents who want to give there kids a boost of calcium and health through a fun treat.

COMPETITIORS: TipTop, Kapiti, Much Moore- Calci Licks, Bulla- Frozen Yoghurt, Paddle Pop- strawberry milkshake.

IDENTITY GOALS: My goals for this new identity is to create a a fun, friendly and colourful packaging that will stand out to kids/younger generation. I want to try and identify the use of the New Zealand milk used to create the product, either by creating typography that gives of liquid/milk vibes, or some sort of packaging patterns that represents milk or cows in some way. I want to change the original typographic to make it look slightly more fun while keeping it minimal to still reference their tagline (cool, dairy, simple).

TYPE OF LOGO: Typographic logo, mainly focusing on the illustrative packaging.

DESIGN PERSONALITY TRAITS: Modern, clean lines, playful, fun, carefree, lively but also minimal.

Brand Story

More than 30 years ago our founder had a vision to create an innovative food production business, using healthy, delicious produce from the Nelson region. The first product he designed was Jucies, they were originally designed as a lunchbox drink, kids then started the trend of eating them frozen. This is were Moosies stem from, a fun flavored frozen milk drink that can be used for a lunchbox drink or an on the go treat.

We believe our packaging for Moosies should be 100% eco friendly. So that’s what we did, all of out box packaging and tubs are made from sustainably sourced wood pulp. Once you’ve emptied the box just chuck it in your compost with your vege scraps and let nature do the rest. Helping the environment doesn’t stop there, our Moosie individual sachets are made from recycled soft plastics and milk bottles, reusing the New Zealand milk bottles, which hold our creamy source of calcium we use to create our healthy dairy treat.

Not only do we care for the environment surrounding us, we care for the children and caregivers who want to support their bodies with a healthy snack. We support and provide Moosies to school canteens throughout New Zealand, we want to help parents and caregivers to be keen about their children eating healither products at school. We give all children throughout many schools access to healthier options that will support their bodies to build and maintain strong bones.

An environmentally friendly boost of health, supporting kids and families on the go.

Project 3 Identity For A Product/Brand

Moosies (Tasman Bay Food Co.)

Analysis and Research:

What is special about Moosies?: They are a natural flavored milk freeze (similar to Juicies), 100% made from New Zealand creamy milk, that gives you a great source of calcium. They are an alternative and healthier treat for kids that are on the go.

What makes them unique?: They are a unique and fun food product mainly aimed for kids. This food product is mixed between an ice block and a ice-cream, it is flavored frozen milk packaged like Juicies. From what I know there isn’t really any other frozen products quick like this. There are ice-creams and ice blocks but their just not the same as Moosies are. They have taken the ice-cream product and put their own twist on it. By turning New Zealand creamy milk into a sweet treat.

What is their target group?: This product is targeted at kids on the go and parents of those kids who want a healthy option to treat their kids with, and is available for school canteens throughout New Zealand.

What message should they convey?: They should convey the message of being an alternative, healthy, natural on the go snack for kids.

What atmosphere am I aiming for?: I want to aim for packaging that has a fun, friendly, vibrant and healthy looking atmosphere. I want it to have a energetic sort of feeling that stands out to kids, especially ones who are on the go. Or for parents who want a simple healthy treat to give to their children.

Where will the finished identity be visible? The Identity will be visible on box packaging which holds the individual products, sachets of the Moosies, icecream tubs and also any other marketing items like on websites.

Moosies Flavour Range - Chocolate, Lime, Banana, Blue Moon, and Strawberry
Moosies Vertical Box Chocolate and Strawberry

The photos above are what the original visual identity looks like. Some aspects of this identify will influence ideas for my new design. Obviously I am going to keep the bright pastel colours, as these are the flavors, but instead use them throughout the packaging. I like the simple look of the packaging and still want to keep that theme somewhat throughout the new identity as well. I want to further expand the design of the little drips of milk on the original identity.

This is the old packaging of Moosies, less simple and more literally related to cows through the cow print pattern.

Competition with other brands: The main competitors that Moosies have to look out for are the other specifically New Zealand ice-cream and ice block companies. For example Tip Tops popsicles, these brand represents their similar product through a less simpler packaging design that comes off as more youthful (In my opinion). I would like to make the Moosies packaging come off as a bit more youthful but still keep it simple. The typefaces are more bold a bright, there are more patterns and designs on the packaging compared to Moosies. Both Moosies and TipTop identify their product by having an illustration/photo of it shown on the packaging. Pretty much all of the NZ ice-creams brands identify their product with an image of the actual product its self on the outside. I want to kind of step away from this and try to identify the product inside through another design aspect.

Lemonade Zing

Another example of a New Zealand Ice-cream brand, Kapiti using photography to identify their product.


These are my first initial sketches for a typographic logo and the packaging. The logo was inspired by a font I found on adobe fonts, and the liquid aspect of milk to create a flowing looking font that bleeds into each letter. I also decided to go for a bolder, capital letter font to see if I preferred that over the lower case text. I also want makes sure that the logo of the the typography is cohesive with the packaging.

I went onto illustrator and looked for some different protentional fonts. I was drawn to the fourth and fifth font because of the bubbly drip like look which is what I wanted. I wasn’t completely happy with how it look so I played around with it on AI and created some new typography based off of it.
Here is the typography I created on AI, I got the drippy and bubbly, inspo from another font. I also traced this drip drawing off one of the sketches I drew. I want to either add this to the logo or just on the packaging. You can see the slight improvements on each logo, changing the way the dips fall or look.
This is the main logo at the moment, as well as a pastel and bright colour scheme of the colours I want to use, these are based off the different flavors that Moosies sell.
I did some further experimentation with types of fonts I wanted to use, I ended up going with the font Houschka. I also play around with the pen tool and created a liquid looking pattern that can be used for backgrounds and packaging.

I have finalized my primary and secondary logos. The top right is the main logo and the others are the tagline and the secondary logos on the bottom.

Week 9- Analysis Of A Very Colourful Identity

Waldo Trommler Paints

The main choice that the designers, Reynolds and Reyner of Waldo Trommler Paints have made to stand out from other competitor’s is the use of bright and bold looking packaging. They have created a brand with no corporate colours, usually other brands or paint brands in this case use 1-3 colours and stick with them throughout their identity. They wanted the brand to stand out and to do that they needed to create a design with elements that have not been used before by their competitors. This is where Reynolds and Reyner decided to feature a wide variety of bright colours throughout their brand identity. They have not chose a set scheme of two colours like other paint brands do, looking at their website and identity it looks as though they have used every single colour.

Waldo Trommler Paints wanted to show the main features of the brand, which are friendliness, quality and innovation. Their use of bright hues has created a very fun, bold, versatile and friendly looking identity that stands out. Their colour and image choices a very bright and neon looking which contrast well. For their individual packaging they seem to use two colours that contrast well, for example bright yellow and pink. They have also gone with a variety of capital lettering of sans serif fonts for their typography. The names of the products they have are printed very big and bold on the packaging, and is the main focal point. There logo which is lower case (wtp) is the only text on their products that is lower case.

I think that the chosen use of visuals for this brand are very appropriate, maybe even more so then other paint brands. Other paint brands use very dull colours that don’t really stand out from the rest. When I think of paint I think of a variety of different colours, hues and shades, which are exactly the elements that Waldo Trommler Paints have used to identify their paint brand. Using a wide variety of bright hues to identify the paint brand is a very effective way drawn in customers to their product, people will more likely chose the bright, inviting and friendly looking paint brand rather than dull paint brands. Waldo Trommler paints is overall a very distinctive brand identity.