Fresh From The Field — Moustache – By Studio South

6 months ago by

Fresh from the Field is a weekly article series sharing the fresh and inspiring work of our Aotearoa Design Assembly community.

Challenged with reinvigorating the brand while encapsulating the bold, fun energy of it’s founder, Studio South walk us through their recent identity work for Moustache.

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The brief

A new brand system for a New Zealand cookie icon. Moustache is a milk & cookie bar based in Aotearoa New Zealand, renowned for making the freshest and yummiest cookies in town.

Moustache approached South to reinvigorate their brand after 10 years in business. The brief required us to encapsulate the bold, fun energy of founder Deanna and channel it into a refreshed and unique brand system full of creative flair to shift the brand into its next era of success. As an already established company with an established brand presence, the brief required us to honour the brand’s existing DNA in the refresh and bring it into a new contemporary space.

Image of Moustache's cookie boxes
Image of hand holding chocolate chunk cookie against a blue sky
Image of two people enjoying cookies and a shake on a park bench
Image of the Moustache cookie boxes stacked up.
The Design Response

We worked with Moustache on brand strategy, brand identity tools, website, packaging, copywriting, and personified illustrations of new characters to bring joy and humour into the brand’s experience across many outcomes. Art directed imagery and video content for brand and comms was also a focus for us to sell their product and make their customers salivate in a range of interesting ways.

In keeping with the brief we translated the existing brand DNA such as the Moustache logomark motif into a more contemporary translation, and focused on pairing the bold logo with an equally iconic wordmark and subsequent typographic language. We also took inspiration from the initial yellow palette and broadened it into a unique spectrum including blues and browns – reminiscent of the nostalgic colours of the cookie monster.

Through our full service offering, Moustache has seen strong business performance results and increased sales metrics following our business partnership. Our ongoing partnership continues to deliver larger roll out projects, threading the brand into deeper layers of their customers’ physical and digital experiences and touch points. Our partnership with our groups comms studio Mark By South has enabled us to collaborate with their amazing team to bring the brand to life across all digital channels and marketing.

Image of Moustache's brand posters. 'Say it with a cookie'
Image of a person wearing 'Moustache' apron
Image of friends laying on a picnic blanket with the Moustache cookie box
Image of children enjoying one of Moustache's cookie pies.
The Design Team

Sam Southwell: Creative Director, Amy Matthews: Lead Designer, Tom Crampin: Motion, Gabriella Woodman: Designer,
Clara-Jane Follas: Photographer, Catriona Colven: Producer.

https://www.studiosouth.co.nz/
Facebook: studiosouthnz
Instagram: @studiosouthnz
LinkedIn: Studio South

The Client Team

Deanna Yang

Client details

Facebook: MoustacheNZ
Instagram: @moustachenz
https://moustache.co.nz/

Collaborators

Mark by South

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