Description:

Moustache had been in business for over 10 years selling cookies, milkshakes and more. Over that time their customer base had been steadily growing and so had their operation. Moustache was poised to leap into another decade of success and wanted their ageing brand to join the party.

The aim was to reposition Moustache as a Kiwi benchmark for milk and cookies, building equity around their customer experience and increasing the value of the brand at every touch point.

Moustache’s identity revolves around reinforced symbolism, with a stronger motif, impactful wordmark, and personified character illustrations. Playful appetite-evoking messaging celebrates the joy of eating cookies. The previous brand yellow was lightened and used generously in floods of colour throughout the identity for an instant hit of happiness. A unique and cost-effective approach to packaging reappropriates pizza boxes, contrasting the natural kraft substrate with the pop-yellow for a bold and vibrant solution. Our design was fully implemented across the brand system, including custom packaging, store design, and digital platforms. The level of craft and detail was considered to a high standard specifically through the representation and consistency of the colour yellow.

Moustache fosters community and family connections over cookies and milk, employing over 60 people and contributing to the economy with growing sales. Since the brand's rollout has been established, Moustache has reported increased sales metrics from every single one of their stores, as well as online. The feedback and engagement through their channels have helped them re-engage, and grow their audience, with a key growth category of parents with kids.