We have been working with MOMA since 2011 and so much has changed in that time, including 2 rebrands, 3 brand managers and over 10,000 art boards. We work alongside the MOMA team to produce everything and anything they might need.
Our primary role is packing design and roll out but we also undertake POS, advertising, branding, clothing, events and promo design.
Recently MOMA made the decision to take their brand to the next level. They asked us once again to implement their new brand identity across their existing packaging range as well as some new exciting products and flavours. So what was involved? In short, art boards, lots of them! At present the MOMA product range is made up of 92 separate cutter guides and artworks. Each one containing colour, ingredient, brand, nutritional, print and legal information that must be correct to the last minute detail and not because the client, multiple printers, manufacturers or trading standards demand it, but because we will not settle for less than perfection and total consistency across the entire brand.
This is really only the start, but we now have the 'kit of parts' in place that will allow us to build upon the new design standards over the next 12-24 months and begin the process of brand implementation across MOMA's many and varied designs mediums.
The MOMA visual identity is made of a number of different elements. These elements need to be used consistently, but also flexibly, across all the applications of the identity. We ensure the brand is never diluted or inappropriately implemented and we work closely with the MOMA brand manager to ensure that everything that goes into production, whether is a porridge pot or a promotional expo fridge is on-brand.