Momoo Cheese

July, 2020

Food & Drinks

Momoo Cheese

“MOMO brings a delicious new cream cheese, with a new identity. Moli represents the love for the community and symbolizes trust and truth.”

Joana Brazete - Senior Graphic Designer

The brief

MOMO is a brand of the MAFRICOM Group, an Angolan multinational company whose main objective is to supply the best dairy products at an affordable price to the Angolan community. The Group is committed to supporting local communities, positively influencing the lives of the population, and defending sustainable development and the balance of Nature.

In 2020, MOMO developed a new product: cream cheeses. In partnership with Duplo Network, the launch of this new product was prepared to be a differentiator in the market and, consequently, to be successful.

Approach

With the existence only of the physical product, it was necessary to complement it with a name that echoed and remained in the memory, accompanied by an attractive and enlightening visual of the type of product. This was DN's mission: to create a brand from scratch, a brand that consumers could relate to, and that, in addition to good quality, made them remember that it was a brand of the MAFCOM group, a group that for many years has been intrinsically linked with the community.

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“The visual language, the packaging and even Moli, The Blue Cow, convey a fun and appealing image that manages to differentiate itself from the competition in supermarket lines.”

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Portfolio view

Moli, The Blue Cow

This project had an extra complexity since there was only one product. There was no name for it, not even a branding or packaging strategy. This turned out to be our job: to create a brand and a strong identity that would align with the MOMO brand.

Thus, Moli, “The Blue Cow” was born. Moli is the face of the brand. A blue-colored cow, with symbolism associated with trust, loyalty, intelligence and paradise. Blue is also the color of the MOMO brand.

Moli also has an easily recognizable heart in the center of her head. The heart is the ultimate symbol of love, love represented in MOMO's slogan: "All You Need Is Love". This parallelism of symbols and colors is strategies for the brand to be recognized. It gives strength to the consumer, reminding them of the brand that has been with them for many years, a trusted brand with good quality, reinforcing the “top of mind awareness”.

For this new range of cheeses, and matching the mascot created, we adopted the name “MOMOO”, simultaneously and in an original way recalling the lowing of a cow as well as the brand name.

In terms of packaging, we tried to fill in the front, but smoothly. We added the name of the range and Moli at a central point, with photographs of the cheeses treated to be able to express all the texture and colors of the product.

We also used information regarding the number of cheese triangles, product descriptions, among others. In order to further customize the package, the bottom features a creative format where the nutritional information appears in the shape of cheese triangles. This unconventional form of representation brings differentiation from the competition.

Initially, there was only one version of the cheese in triangles, however, our creative team saw fit to suggest a new format for this new product in a light version, to reach a wider target audience. For this, we also designed the packaging of what would be the output. For our happiness, this suggestion was well received by our client and sometime later it was approved and placed on the market.

With this illustrative basis, the team also created other formats capable of helping the customer to respond to consumer needs, such as displays, wobblers and tote bags personalized with the famous Moli, The Blue Cow.

Next project

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