Brand Guide
Intro
Say it with us; Mmm-oo-cho. You’re spot-on. A strong narrative and visual identity inspires others not just to buy our products, but to believe in our brand. Use this guide as a high level overview of how the Moocho brand comes to life. It’s something we can come back to for inspiration and a reminder of the things that make us tick. This is how we bring happier eating to everyone.
Our Truth
Humans can survive and thrive without a lot of things, but fun isn’t one of them.
Our Mission
We’re not on a mission. We’re on a joyride. We’re here to bring happier eating to anyone who wants to hop in.
Our Narrative
We’re here for it. Food that makes us smile, that is. We’re here for potlucks and pizza parties, cupcakes with cream cheese frosting and everything bagels with extra schmear. And nachos. We’re definitely here for nachos. We’re here for listening to our cravings and answering, “Why not?” We’re here for food that makes us happy—not just kind of happy, cheesecake happy. We’re here for eating exactly what we want today, tomorrow, and 10 years from now. For grocery aisles stocked with endless reasons to say “yes.” For shopping carts overloaded with chances to double down on deliciousness. And we’re here to have as much fun as we possibly can while doing it.
Our Worldview
Worldview: Humans can survive and thrive without a lot of things, but fun isn’t one of them.
Industry: Dairy-free eating can and should be fun: that means delicious, accessible and enjoyable.
Brand: We’re here to bring happier eating to everyone.
Products: The first criteria of every product we make is whether it lives up to the yumminess we’ve come to expect from the comfort foods we crave every day.
Our Voice
Our voice is fun and effortless. Moocho’s growing tone of voice is used throughout this book. It’s confident and fun. We know what our audience wants: dairy-free yum everyday. If we listen to that, we can keep it simple and focused on happy eating for everyone.
Brand Lines
Bring the happy. Smile and say “mmm.� Happy eating for everyone. Fortified with delightitude. Double down on mmm. Get happy with your food. Love yourself delicious. Stupid delicious.
Logo
Our logo is a creative expression of our values. The Moocho logo mark is candid, expressive and imperfect, just like us. Its simplicity and hand drawn qualities allow for flexibility across different mediums and multiple color options so it blends into any situation. As people get to know us, it’s important to maintain the Dairy-Free descriptor as part of the logo. The following pages show how it adapts with our color system.
Logo
Logo Use
We try to always use the logo mark in color, but understand a one color option is sometimes necessary.
Color System
A color system built for fun and flexibility. Just like our brand voice, our color palette says a lot about who we are. It’s our most identifiable asset. From the bright colors of our packaging on grocery shelves to trade display walls, it’s a beacon of our unique brand. We’re leaning into an expansive and inviting color palette to give us flexibility and variety for any application.
Color System
0c 63m 33y 0k #f37f87 pantone 184U
22c 93m 0y 21k #a1277a pantone 228U
42c 0m 24y 0k #91d3ca pantone 564U
0c 5m 11y 0k #fff1e0 pantone 7506U
46c 0m 11y 0k #81d1e0 pantone 630U
99c 14m 12y 45k #006383 pantone 3025U
97c 7m 55y 25k #008174 pantone 3292U
19c 47m 74y 14k #b6804d pantone 730U
0c 49m 100y 74k #623700 pantone 2322U
70c 0m 70y 11k #3ea870 pantone 2417U
5c 14m 75y 0k #f4d35e pantone 610U
2c 55m 80y 0k #f08b47 pantone 164U
29c 89m 63y 18k #9d3849 pantone 201U
53c 100m 40y 39k #611146 pantone 5125U
Typography
Do we really use only one font? Yes. We use Avenir Next Heavy for everything. Headlines, sub text, body copy....you name it. The key is adjusting the kerning and leading to be tight. Almost uncomfortably tight. This, combined with the weight gives it an uncommon and organic personality.
Typography
AaBbCcDdEeFfGgHh IiJjKkLlMmNnOoPp QqRrSsTtUuVvWw XxYyZz Headline, Avenir Next Heavy
AaBbCcDdEeFfGgHhIiJjKkLlMmNnOoPpQqRrSsTtUuVvWwXxYyZz Ok, ok. Sometimes we need Avenir Next Bold for small body text on packaging or presentations.
Illustration
Expressive illustrations help us mix it up. Our illustration style builds off the hand drawn aspect of our logo mark and the casual nature of our brand voice. Layered and expressive line work, limited color and a variety of type styles mix to bring a playful approach to our brand statements and supporting characters. These unexpected brand elements give us another creative tool to soften structured layouts.
Illustration
Illustration
Illustration
Illustration
Illustration
Photography
Bright and bold photography. Our photography is confident and bold with bright colors and modern scapes. The plating is casual, unfussy and indulgent. The food is beautiful, yet believable - just like you’d see in your kitchen on a Saturday night. While we use people sparingly, we love seeing diverse hands at the edges of the frames hinting at togetherness and playfulness.
Photography
Photography
Photography
Examples
Examples
Examples
Examples