Moonpig
Products
iOS and Android apps
ROLES
Product Design
Art direction
DATES
September 2018
In 2018, I worked with Moonpig on various digital projects, shortly after they had recently gone through a change in leadership and brand positioning.
Strategy
In mid-2018 the average customer only bought from Moonpig 0.9 times per year. This was because Moonpig was viewed as either a last minute option or as a retailer that stocked a lot of products. The strategy changed to go after higher value customers, with retention being a focus of the business over the next couple of years.
In order to reinforce this change in strategy, Moonpig rebranded. The primary change was in colour, with two new brand colours. In terms of messaging, the tagline was also updated. They wanted to encourage their users to "Unleash their caring instinct", in the hope that they could showcase the creativity of some of their customers.
rebrand
The colours
Dusk Pink
#EC3D78
To be used to highlight important information. This was to become the colour which was most "recognisably Moonpig". In a digital sense, my first thought was that this would be a great colour for primary buttons/actions.
Midnight Blue
#00167E
Midnight blue was designed to be the primary colour for text. My first thought was that this colour could also work well as a good background colour in the studio (the area where customers can customise their card or gift.
rebrand
The digital palette
Because the brand work was done without the input of product, it meant that we had to fit the two new brand colours into a system that would work on digital platforms. The solution was to come up with a palette that would act as a soft space to put content on top of or for customers to create with.
Dusk Pink
#EC3D78
Mid Pink
#00167E
Light Pink
#00167E
Midnight Blue
#EC3D78
Teal
#00167E
Light Blue
#00167E
Black
#EC3D78
Mid Grey
#00167E
White
#00167E
Solution
A caring interface
Home screen
Product screens
Reminder screens
