BrandOpus has worked with MOMA, the home of the best grab-and-go breakfasts, to redesign their brand identity and packaging. The brief was to drive meaning and personality into the MOMA identity and create an ownable and distinctive packaging design, devised to support range extension and to allow the brand to achieve its exciting plans for growth. The new identity and packaging will launch in early April.
With a shift in the brands retail focus, from bustling station forecourts to equally busy supermarket shelves, there was a need to build on the strength of the brand within its new competitive set.
In response to the brief, BrandOpus have developed the identity to convey the idea of a fulfilling journey. From MOMA’s early beginnings under railway arches in Deptford, to a pitch in Waterloo station, the identity captures the journey of both the brand and the busy urban commuter.
The bright, punchy colours that make the brand distinctive have been built upon to reflect the vibrancy of MOMA, whilst aiding navigation across the wide range of flavours at the shelf.
Paul Taylor, chief creative director, BrandOpus, comments, “MOMA is a great brand that we could really relate to. The passion and ambition behind the business has made this project an exciting and fulfilling journey. We have high hopes that the new design will carve out an even more distinct space for MOMA at fixture and beyond.”
Tom Mercer, founder of MOMA said of working with the agency, “It’s been a pleasure working with BrandOpus; throughout the whole process they’ve felt like one of the MOMA team. They understood the brand straight away, injecting fresh perspective and really bringing MOMA to life across all our different pack formats. The redesign has also helped to create a buzz amongst our customers, who can’t wait to see MOMA’s new look. We’re so excited to see the packs on shelves… not long now!”
The new look hits the shelves of retailers including Waitrose, Ocado, J Sainsbury, Boots, Tesco, WH Smiths Travel and Booths from April 1st.