Moova (2011)

Moova is a premium brand for Turkish dairy products the family-owned Efeler Çiftliği. The brand was developed by Landor and launched way back in the year 2011, but Landor themselves didn't really bring worldwide attention to it until this week when a case study was published their website.

Efeler had previously been a producer of milk for its local market, and Moova was a succesful attempt to bring its products to a national market. The strategy is summed up as "The goodness of life" and is focused on Efeler's natural products. The name combines "moo" with the Turkish word for valley. The simple geometric letterforms from the logo are used extensively. The circles should bring the mind to glasses of milk and are used for liquid products, while triangles resemble blocks of cheese and are used for all cheese packaging.

"Efeler was going up against some power players. The Turkish dairy market had become highly commoditized and highly competitive. However, although the dairy giants held massive production capabilities, they lacked smart differentiation. All the major milk producers used similar visual cues and mass market messaging. This meant that with a great brand story and identity, Efeler’s pure dairy products would stand out.

Landor’s positioning idea was to go back to basics. The goodness of life Brand Driver™ emphasizes the family-owned company’s natural products and processes. The new brand name, Moova, is a portmanteau of “moo” and the Turkish word for valley, ova. It is distinctive and playful, and provided the creative team with a wealth of branding inspiration.

Moova’s identity is built around simple shapes that represent the foundation of its business. The wordmark cleverly includes its products: a circle stands for a glass of milk; a triangle is suggestive of a block of cheese. The visual language of the wordmark is maintained in the packaging and the website design to identify the specific products being sold. The modern, symbolic identity is a welcome departure from the “sea of sameness” that characterizes the Turkish dairy aisle." - Landor case study

Landor pdf (archive)