Identity Designed is a showcase of brand identity projects from around the world.

Moodmakr

Contributed by Martin Maher, creative director at Perth-based Zebra.

Moodmakr

The idea for the Moodmakr app came from a Singapore-based company called Arcade. Arcade are known for creating intellectual properties and ideas and turning them into commercial ventures. Zebra have worked alongside Arcade on many projects over the past few years and with Moodmakr they were asked to bring one such idea to life. Moodmakr is an app that aims to satisfy the mood of a consumer with an instant, hyper-relevant offer.

The project background started with the idea of how a consumer feels. Mood or state-of-mind is one of the driving forces of consumer behaviour and marketers have traditionally used research to gauge this, taking weeks, months or even years to respond with new offerings. Then came the social media phenomenon with it’s explosion of self-expression. How consumers feel has never been so visible, honest and immediate. In return, people now expect instant gratification. Arcade believe that the next evolution in the relationship with consumers is to give them what they want the very instant they feel it. Hence the idea for the Moodmakr app. The Facebook page describes it as “the perfect mood companion. No matter your mood or your place, we’ve got a deal to put a smile on your face”.

With this in mind, Zebra designed the overall look and feel for the brand. They also came up with the idea of Moodmakr being a character with it’s own personality. In theory there could be an endless amount of character icons as there are so many different human moods and feelings. Zebra started with the more obvious feelings such as ‘feelin’ happy’, ‘feelin’ sad’ etc and developed each icon’s attributes to reflect these moods. The overall idea was to give Moodmakr a personality of it’s own, one that changes and morphs depending on the mood or state-of-mind of the consumer. This is reflected in the brand’s specific ‘tone of voice’ which was developed to reflect the friendly, fun nature of the brand.

Moodmakr

Moodmakr

Moodmakr

Moodmakr

Moodmakr

Moodmakr

Moodmakr

Unused concept 1 (below)
Moodmakr

Unused concept 2
Moodmakr

Unused concept 3
Moodmakr

Unused concept 4
Moodmakr

View more brand identity work on the Zebra website, and elsewhere on Identity Designed: 140.

13 much appreciated comments about “Moodmakr”

  1. Is it just me that doesn’t understand the point of this? Looks wise, it’s a bit unforgettable, but maybe I’d have a different opinion if I really understood what this was. It shows you coupons based on what mood you’re in?

  2. johnsonstarfish, that’s exactly it. The app gives you special offers on your mobile device, based on what mood you’re in. It then shows you the nearest location where you can redeem the offer.

  3. Interesting idea for an app. I am not sure how successful it will be, but time will tell. As far as the branding, It feels a bit raw to me. The concept makes sense and it matches the voice, but the execution just doesn’t do it for me. The “feelin happy” version doesn’t really look all that happy to me, “feeling sad” should have used blue and a different shape from “feelin happy” in my opinion. I also don’t care for the shapes of each icon in general, as they seem rather un-inspiring. I am also not a fan of the odd TV test pattern colorbar application seen in the first image. It doesn’t read well and is a bit confusing in my opinion.

    While I’m sure the theory for this brand design was there, the final result just falls for me.

  4. Don’t see the point in showing the un-used concept work, a bit pointless especially as they don’t really cut it creatively. Chosen design is ok, but agree that there’s no real point for this app to even exist.

  5. I saw this on another design site and thought it was quite intriguing. Personally I find the branding fun, colourful and vibrant. I like that the main character is devised from a letter M. The type treatments using the color gradients work well. Overall I don’t think this takes itself too seriously. Whether the actual app is worthy or not I have no idea but I like the branding.

  6. I like the main M logo and the colour treatment – I think it does its job very well. Really not sure about the app though – I like the idea of doing different things, getting different recommendations based on what mood you’re in, just not sure that special offers are a brilliant area to apply this to.

    It’ll be interesting to see where this type thinking leads. Anyway, like the branding a lot.

  7. I personally like seeing those rejected ideas. It does give me a bit more insight into the thought and selection process.

    I think the ideas presented and chosen to become the face of Moodmakr work pretty well. The only problem I might have with it is that using colours for moods is very much culturally dependent. Whereas black is typically used in Western society to be sad (as it is related to death and mourning), it is actually white in many Asian countries! I foresee a potential issue there. But, nonetheless, an interesting design to look at.

    Not sure about the usefulness of the app itself though, but time will tell.

  8. Martin (Greenfisher), to be fair to Zebra, I asked if I could include unused ideas because I’m always interested to know what else was pitched, and what wasn’t chosen by the client. They’re rarely seen. I like to see.

  9. I agree, if I was him I just would not have given you concept 3 that’s all….. but that is why this blog is probably the most interesting out there, as you do give us some of the behind-the-scenes work as well as the finished product, which makes reading it much more interesting!

  10. Glad you think so. I get sent a lot of links, a lot of ZIPs, but for the most part the content is exactly the same as what’s shown elsewhere, so I ask a few questions. I don’t always get much in the way of extra insights, but Zebra kindly obliged.

  11. I love seeing the unused concepts. If nothing else, it shows the amount of thought and research that goes into creating a brand identity.

    Other people have commented that they like the identity but are unsure about the product, but surely it should be viewed as a whole. This is a very nice design, but if there isn’t a product or service to support it, the branding process as a whole fails (in my opinion). A great brand identity can strengthen – or even make – a brand image, but it cannot alone produce a great product or service.

    To comment on the brand identity presented, however, I like it. The use of colour to depict moods is lovely and appropriate. It creates an instant connection, in my mind at least, although the happy character looks like it’s frowning (the ‘M’ gives an impression of furrowed brows).

  12. I agree with seeing the unused concepts Richard – a lot of the time the research and development is a lot more interesting than the final outcome.

    With regards to the logo, when I saw it I instantly thought about the little alien enemies in Pac-Man. Not necessarily a negative as I instantly thought of playing it as a kid. That kind of nostalgic response will mean if I see anything Pac-Man related I will be reminded of this – can’t be a bad thing.

    Putting aside the argument about the actual app, the design is certainly engaging, although having such a full spectrum of colour I’d soon be feelin’ hyperactive.

  13. I don’t think the top 3 emoticons work very well, without the text I’d be hard pushed to figure out the correct emotion for each one.

    The tired one looks more happy (if you’re familiar with ^_^), whilst the bored one looks a bit angry and the happy one I don’t know what that could be.

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