JDO delivers a design that combines bold simplicity with intricate textures and detail for premium plant-based brand MoFree

In the world of plant-based milks, brands have evolved from promoting happy health to embracing bold, in-your-face attitudes. MoFree, a new brand creation by JDO, aims to stand out with its distinct carefree character and, of course, cats. Developed in collaboration with Dali Food Group, a prominent player in the Chinese snack and beverage industry, MoFree is a premium plant-based milk that offers a pure and dairy-free experience. Loaded with essential plant nutrition, plant protein, and dietary fibre, it perfectly embodies the values of a health-conscious and eco-friendly lifestyle.

The team at JDO Shanghai was tasked with brand creation, aiming to establish MoFree with a premium identity and packaging design that embodied a healthy and environmentally friendly lifestyle. "What makes this project particularly thrilling is that we didn't face the usual constraints that large brands often do. However, it also presented a unique challenge, as we had to conceive and bring everything to life from scratch," remarked Greenly Lu, Vice President at JDO Shanghai. Masterfully combining bold simplicity with intricate textures and details, MoFree’s brand world reflects a vibrant lifestyle with a playful and distinctive attitude that truly sets it apart from the plant-free crowd.

Keen to emphasise the brand's carefree personality, JDO created the IP of the charming MoFree cat. Inspired by a direct translation of the brand name, which means "Flying Cats," this playfully positive feline can be frequently spotted soaring alongside ingredients or lounging comfortably, embodying the brand's philosophy of being free to enjoy life on your own terms. The brandmark features bold letterforms in an ink-stamped illustration style, effectively underscoring the brand's naturally healthy proposition. This aesthetic is consistently applied across all brand communications, contributing to MoFree's overall authentic yet light-hearted appeal.

For more information on JDO's design, visit their website or follow them on Instagram .

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