Research & Insights
Brand Strategy
Naming
Verbal Identity
Visual Identity
Packaging Design
Sleep is often the first sacrifice on the ambition altar of young professionals. The supplement market is saturated with generic brands peddling quick fixes. Moon Moods needed to stand out as a different kind of solution – one that acknowledges the demands of modern life while empowering individuals to prioritise their health.
Our research uncovered that young professionals often prioritise their careers, sacrificing sleep and well-being in the process. This “Dream Chaser” persona yearns for success and a solution that doesn’t compromise their health or happiness. They struggle with a relentless cycle of late nights, racing thoughts, and morning fatigue.
By empathising with the Dream Chaser’s aspirations, frustrations, and beliefs, we crafted a brand strategy that directly addressed their unique needs and desires, positioning Moon Moods as a partner in their journey to success, not an obstacle.
The brand idea “Fuel Your Dreams” emerged from this understanding, embodying the brand’s purpose to cultivate success through restorative sleep. This tagline positions the idea that sleep is not a sacrifice, but a strategic advantage for unlocking their full potential.
We sought a name that encapsulated the desired state of mind for our Dream Chasers: a stress-free, zen-like haven where worries melt away and rest is truly restorative. “Moon Moods” emerged as the perfect fit, evoking tranquility and the moon’s soothing influence. The gentle repetition of the “Moo” sound adds a comforting element, making the brand name memorable and pleasing to say.
To connect with the Dream Chasers’ aspirations and anxieties, we created ‘Fabbrizio,’ the calm, reassuring voice of Moon Moods. His empathetic tone embodied the brand’s values, offering guidance and tranquility. The same approach of deep messaging and tone of voice design can help your brand to resonate deeply with your customers.
Moon Moods’ visual identity is a harmonious blend of calming and empowering elements. The symbol, a cloud resembling “Fabbrizio”, embodies the “mood” of floating around, stress-free. The color palette is inspired by nature, hints at the natural elements of the supplements. Playful, childlike illustrations made out of mono-lines evoke a sense of wonder and lightness. The typeface system combines a friendly sans-serif with the confident serif, balancing approachability with premium quality.
Moon Moods offers a dual approach to sleep support, with Mela-tune-in™ gummies for the “Dream” mood and Cloud-like™ drops for the “Relax” mood, both working together to create a holistic “Moon Mood” experience. The architecture was designed for product range scalability from the get-go and we can help design one for your brand too.
Moon Moods’ touchpoints created a full sleep experience, from billboards to sleep masks, each element reinforcing the brand message. This 360-degree approach can position Moon Moods as a trusted partner in the customer’s journey towards well-being, just as it can help your’s too.
Imagine applying this same approach to your brand—one that doesn’t just sell products, but builds lasting connections with customers. With a strategy like this, your brand could see stronger customer loyalty, increased sales, and the kind of engagement that turns customers into advocates. This is how brands become leaders, not just competitors.
Better Today™ is the branding partner that helps companies that do good communicate their true value and attract the right customers.
