Minimalist cartoon cow head logo with bold black horns and wide eyes, designed for MOOMU dairy brand on a cream background.
October 8, 2025

Moomu Branding

not oat. not nut. not sorry.

MOOMU is a concept dairy brand that doesn’t beg for relevance, it builds its own. Created to stand out in the alt-milk aisle, MOOMU blends full-fat nostalgia with Gen Z wit and hand-crafted design to reframe how dairy shows up in the world.

This project includes a hand-drawn logotype, custom mascot design, and full packaging system, extending into merch and colour direction. The illustrated cow—wide-eyed, chunky, and unbothered—anchors the brand with cartoon charm and cultural confidence.

The visual system blends organic curves with bold, unexpected tones: Desert Sand, Eggplant, Midnight Green, and Celeste work together to disrupt typical dairy colour cues while still feeling natural and ownable. The packaging is intentionally minimal but loud, letting the voice and mascot do the talking.

The tagline “not oat. not nut. not sorry.” captures MOOMU’s unapologetic stance, dairy for a generation that likes their milk with some edge.

Hand-drawn cow mascot logo with bold black horns and rounded typography reading “MOOMU” in eggplant purple on a cream background.
Horizontal lockup of the MOOMU brand with custom cow mascot and hand-drawn wordmark, set on a soft beige background.
MOOMU packaging mockup showing reduced-fat milk carton with cow mascot, retro-modern patterns, and tagline “not oat. not nut. not sorry.”
Canvas tote bag featuring the MOOMU cow mascot and hand-drawn logotype in purple, held by a hand against a grey background.
iPhone home screen mockup showing the MOOMU app icon featuring a cartoon cow mascot on a beige background, displayed alongside native iOS apps like Calendar, Mail, and Notes.
Colour palette for MOOMU branding, displaying five swatches: Desert Sand, Midnight Green, Eggplant, Celeste, and Air Blue with hex codes.
Black and white version of the MOOMU logo featuring the custom cow mascot and bold logotype on a white background.
Inverted MOOMU logo with white cow mascot and logotype on a black background for high-contrast applications.