Considering the ambition of being Asia’s first meadery, there was a need to create an identity that was distinct yet neutral enough to allow the brand to scale across geographies. The inspiration for the identity is drawn from alphabet charts used in kindergarten, where word associations like “A for Apple” or “B for Ball” are first formed.

It connects with words that are seminal in language and learning and ties in to the association of Moonshine Meadery being the the first of its kind and a true pioneer. While solid colours were used to segregate the types of flavours, the identity is type centric in terms of design. The usage of a red line in the primary identity also features across multiple communication touch points.

The Mm design identity was later updated by another design studio and we were invited to design a special Christmas edition for our friends at Moonshine.