These guidelines have been designed to help maintain a consistent brand identity and visual style across all of the various materials and applications that are created to support Moggy Mix. These guidelines should be followed closely and carefully when creating any assets for the brand.
The introduction gives a brief overview of the brand purpose, and guides the reader through the values, giving us an insight into how the brand works in practice.
The brand overview gives brief view of the visual identity, showing the main visual elements, e.g. logo, font, colours, etc.
Moggy Mix is a cat food subscription service, targeting people who love to spoil their cats. We offer a quick and easy service for pet owners to order cat food that is tailored to their pet’s specific needs.
The visual identity is fun and vibrant, using cat features as a playful element that is memorable and relatable. Colour codes are used to differentiate between products, most importantly focusing on the flavours.
2.0 Logos
2.1 2.2 2.3 Logo Mark Wordmark Don’ts
The logos are the signature of the brand and the most recognisable assets, therefore they should be used consistently across all communications. These guidelines ensure that each logo is formatted correctly and is used appropriately to reflect our values.
The logo mark is the main identity for the Moggy Mix brand. It is a unique mark that makes the brand memorable and therefore recognisable. It has a friendly appearance that will appeal to cat owners and portray our honest values.
The light logo mark is used across the majority of touch-points and is placed on most product packaging, excluding the supper pouches. The dark logo mark is used for supper pouches as it resembles the cat being seen in the dark. Both logos should always be resized proportionally and no smaller than 5mm in height.
mm
Logo Mark (Light)
Used for majority of branding purposes.
Logo Mark (Dark)
Used only when brand mark is placed over black.
This is a san serif wordmark that shows the name of the brand. It’s handwritten quality gives it a fun and playful approach, but still remains clean and legible. The primary logo should always be resized proportionally and no smaller than 10mm in height so that it remains legible.
10 mm
The wordmark is mainly used for back of packaging. Black is used when placed over white or coloured backgrounds.
Colour is used when the wordmark is placed over a black background.
Colour should be used appropriately throughout all logos, to ensure that they are legible and recognisable.
This page details what to avoid when using the brand logos. This ensures that they are used consistently throughout.
Logos should never be placed with an outline around them and should always remain a block colour.
Logos should never be stretched in any situation and should always be re-sized to the same ratio as the original. Logos should never be rotated, unless used as a printed sticker, and must be resized no less than the minimum size requirements given.
3.0 Colour
3.1 3.2 Colour Palette Usage Colour reflects our brand personality and helps consumers to quickly identify the Moggy Mix brand. It is particularly important to our brand, as it is a key tool to differentiating the different flavours featured in our products. This helps customers to shop our products with ease.
The colour palette is made up of 4 very bright colours, combined with black and white. Each colour is unique and completely different from one another, creating a clear difference when used for packaging.
The 4 bright colours are mainly used for background colours but can also be used for text and pattern when placed over a black background. The black and white provides flexibility within the brand and can be used throughout.
# 2 FAC 66
C 75 , M 0 , Y 75 , K 0
R 47 , G 172 , B 102
#FFDE 00
C 0 , M 10 , Y 95 , K 0
R 255 , G 222 , B 0
MIDNIGHT BLACK
# 000000
C 0 , M 0 , Y 0 , K 0
R 0 , G 0 , B 0
PAW PINK
#F 9 D 3 E 4
C 0 , M 25 , Y 1 , K 0
R 249 , G 211 , B 228
FIERY RED
#E 6332 A
C 0 , M 90 , Y 85 , K 0
R 230 , G 51 , B 42
BONE WHITE
#FFFFFF
C 0 , M 0 , Y 0 , K 0
R 255 , G 255 , B 255
It is important to used colour correctly on food pouches, as each colour resembles a particular flavour within the range; yellow is chicken, pink is salmon, red is beef, blue is tuna. The colours are inverted depending on whether they are brunch or supper pouches, but each flavour still uses the same colour codes. Here are some visual examples of how this is applied.
4.0 Typography 4.1 4.2 4.3 Moggy Circe Hierarchy
Typography specifies the fonts that can be used throughout our brand in order to keep consistency and legibility for customers.
It is important that the brand uses the fonts detailed as they are used for important pieces of text that customers must be able to process e.g. product ingredients.
The Moggy font was created specifically for the Moggy Mix brand and is used mainly for product headings. The font was made to correspond with the wordmark, but with a contrast of upper-case letters to create hierarchy. It comes in both bold and regular to enable flexibility when used for various sizes of copy. The font is clean and legible, with slight quirks and curves to bring a fun and approachable element.
Circe is a versatile sans serif font that is appropriate for most text sizes. It is used mainly for all body copy and some smaller subheadings. The rounded appearance is legible and approachable, which fits with the brand values. It has a range of different weights which allows flexibility and manipulation of hierarchy.
ABCDEFGHIJKLMNO PQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz 1234567890(?!&)
ABCDEFGHIJKLMNO PQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz 1234567890(?!&)
ABCDEFGHIJKLMNO PQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz 1234567890(?!&)
ABCDEFGHIJKLMNO PQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz 1234567890(?!&)
Hierarchy is important as it defines the importance of each visual element within a composition. It influences the order in which the audience views our content. The following page gives an example of how different font treatments can be used to create hierarchy in packaging.
5.0 Graphic Devices 5.1 5.2 Pattern Iconography Graphic devices strengthen our identity and engage our audiences, creating a memorable experience. They can be used to communicate pieces of information, making text easier to digest. It is important to know when and where it is appropriate to use our graphic devices.
The brand pattern is heavily inspired by cat’s markings and is what makes our identity memorable and recognisable. Pattern can be used in any of the colours from the brand palette, as long as they are used accordingly when used for food packaging.
When used with other brand elements, the pattern should be used carefully and appropriately, creating enough space so that legibility isn’t affected. It should never be layered over the top of logos or text.
The illustration style is bold and endearing. It is predominantly used within digital applications (i.e. social, website, email) to communicate pieces of information and make text easier for readers to digest. Icons are also decorative and can be used for stickers on packaging. Additional icons can be added to the brand but should always keep the same style and consistency.
6.0 Imagery
6.1
6.2 Style Key Themes
Our photography reflects the personality of our brand. It brings our products to life and inspires our customers by showing pets interacting with our food.
This moodboard gives a brief overview of how imagery is used within the Moggy Mix brand. Our imagery style is fun and playful. It depicts a brand that customers can trust and shows our love for animals. Our imagery uses bright colours from the brand palette – it uses vibrant tones and a lot of energy.
These key themes are at the core of the Moggy Mix brand. Following these guidelines assures that there is consistency within our chosen images. The following images detail how we use photography within the Moggy Mix brand and how they should appeal to our customers and ultimately sell our products.
Photography of products should be fun yet informative. Brightly coloured backdrops add playfulness, as well as cats interacting with the products.
Cats are our main customer, so they should be featured as much as possible i.e, eating food, playing, licking their lips – showing their unique traits.
Moggy Mix prides itself on selling healthy food, therefore we must show the ingredients that go into our food as well as the finished product.
7.0 Packaging 7.1 7.2 Postal Box Alternatives
Packaging is an important part of the Moggy Mix brand as it is a food based service. It is important to understand which packaging is used for which product, as well as sizing and recyclable materials when applicable.
Subscription packages are sent to customers through postal boxes. It is important that the sizing is correct for the box so that food packaging can fit inside and the box can still be posted through a standard letterbox. The box is made from corrugated cardboard therefore it is completely recyclable. Brand elements are printed across the box so that the packaging is recognisable and creates an experience.
Stickers
Stickers are a fun and playful way to add character and colour to postal packaging. Most postal packaging uses black ink on cardboard, therefore stickers are a simple and cost effective way of elevating the packaging.
Large parcels
Large parcels can be used for higher volume orders outside of the subscription services. Branding should always be applied across all packaging and colour printing can be applied as an alternative to stickers.
