A new brand system for a New Zealand cookie icon

Moustache had been in business for over 10 years selling cookies, milkshakes and more. With the business steadily growing, they were poised to launch into another decade of success and wanted their ageing brand to join the party.

South looked to reposition Moustache as a Kiwi benchmark for milk and cookies. Moustache’s new identity revolves around reinforced symbolism, with a stronger motif, impactful wordmark, and personified character illustrations. Playful appetite-evoking messaging celebrates the joy of eating cookies. The previous brand yellow was lightened and used generously in floods of colour throughout the identity for an instant hit of happiness. Our design was fully implemented across the brand system, including custom packaging, store design, and digital platforms. The new Moustache brand has helped increase sales across their stores, and online.