2012 Winners & Shortlists

Brief Explanation

The owners required name generation to create something to have an impact, and a brand with a personality and an engaging story. The dairy market is highly commoditised and fiercely competitive with the 5 big players competing for stand out and market share. But all their milk and cheese brands had grown very similar in look and their mass market messaging. With a landscape of well-defined dairy category codes, how was a young, new brand going to differentiate itself from the competition, yet become even more relevant to consumers.

The Brief

Efeler Farm, in Turkey, is a family owned business situated in the agriculturally rich Söke Valley. Locally known for its modern farm facilities, excellent farming methods and high standards, their 5,000 cows produce the best raw milk product in Turkey. After spending years supplying to the dairy industry, the company made the decision to invest in building its own brand to go to market. We were asked to create a new, fresh and differentiated brand with a strong enough brand to enter the competitive dairy milk and cheese market and be able to compete as a premium player.

How the final design was conceived

Having defined a brand platform based on 'purity and the goodness of life', we created the name, 'Moova', coined from the words 'Moo' (cow sound) and 'Ova' (Turkish for valley). The visual language was designed to reflect the concept of pure, essential, basic and simple good quality. The brandmark identity was formed from the rudimentary shapes that could symbolise our most pure and basic foundation of the visual world around us. Included within the wordmark are icons that represent Moova's milk and cheese products, the circle for a simple glass of milk, and the 'v' triangle for cheese.

Indication of how successful the outcome was in the market

After launching the brand and story, such was the interest and demand that production was unable to meet the sheer volume of commercial orders, and many supermarkets and stores had to be refused supply. Currently, the brand is six months behind on meeting industry orders. This, adversely, had a positive effect. It created a buzz around the brand, as it was perceived as a product so good that it was flying off the shelves and hard to find. This has created much media attention, and Moova has already been the focus of many branding articles and blog activity within Turkey.