Moonpig rebrand 🐽 - Liam’s thoughts!
Personalised card and gift retailer Moonpig has recently launched a brand overhaul designed by its in-house creative team, working with a new typeface by Rick Banks. It is the first refresh since Moonpig.com started out in year 2000 and the company has dropped the .com from its name and the cartoon pig mascot.
The new identity and typeface has being rolled out across the website, products and printed promotional materials as well as TV campaigns.
Ian Styles says “Building on its new positioning our idea was a simple one; create a whole new world for Moonpig, one where we imagine that we live life on the moon, where the normal rules don’t apply. We seek to capture people in our new world’s gravity, pulling them towards us for a moment, offering an escape, where boring is banished, the obvious avoided and where life, is more fun and lighthearted.”
So we asked our designer Liam what he thinks to the rebrand and here’s what he said:
“I think Moonpig have hit the nail on the head with their latest rebrand. Not just in terms of the logo but also how they have applied their new brand across the new website and social media platforms.
The ‘gimmicky’ pig was slightly dated and has now been replaced by a simple sans-serif typeface that cleverly uses the the two “o’s” to emulate a pig’s snout. I’m a big fan of typography that uses these type of witty devices to add another dimension to the brand. When done well they can certainly stand the test of time.
I think the new branding really sets them apart from their main rivals, who are still using the same outdated brand mascots. The new brand better communicates what Moonpig is all about, which is a simple, creative, quick online card service. I feel that the new brand style is much more relevant to the style of cards they sell too.
My only criticism is that the brand is much more feminine than before, which I guess is down to the demographics and who they want to target most. However the new colour palette and styling makes the website much easier to navigate than before, it has become almost colour coded to help the viewer decipher cards, flowers and gifts from one another.”
What do you think? We’d love to hear your thoughts! 🐽