Challenge: Convert without preaching 

Mö’s challenge was clear: plant-based alternatives often rely on combative, preachy tones that lean or even lead on judgement. But the founders, driven by climate awareness and deep respect for food, didn’t want that. They needed something kinder, confident and delicious. Mö’s strength wasn’t just sustainability; it was taste, charm and the belief that oat-based products should delight, not lecture. Mö needed a brand that can strike the perfect balance between activism and diplomacy and show the world that their products are just as heavenly in taste (or even more so) as real dairy. As the age-old adage goes, the way to one’s heart is through an unforgettable piece of cheese.

Approach: Close collaboration with the two founding sisters

As with any good brand work, it all starts with a strategy. By way of self-discovery, Mö needed to articulate what it truly stands for. With entrepreneurship running strong in the family and a complementary skill set of both creative and scientific flair, the sisters are truly a dynamic duo. It was easy for us to find common ground and define what Mö stands for. Their personal story, the wake-up to the climate crisis, the farming heritage and the will to make an impact were a powerful source. Through our process and with our tools, we helped Mö find the right words and visuals to express their story, resilience and charming approach — heard and seen in all aspects of the brand. 

Outcome: Never compromising on taste or charm

The outcomes of the strategy work were clear values, a strong new positioning, and a deep understanding of Mö’s competitive advantages. The brand story captures the sisters’ inspiring journey: how Mö came about and where it’s headed. The new brand identity translates the strategy into visual storytelling that is authentic and distinct. At its core, Mö is about two things: products that are 100% plant-based yet just as rich in taste and delicious as real dairy — and the sisters themselves: their personality, their drive to innovate, and their inspiring determination to provide a climate- and animal-friendly alternative while winning people over with diplomatic flair. Polarisation, criticism and judgment have no place in the Mö world. 

To express these themes in design, we subverted and played with the pastiche of dairy industry visuals — building on the history of countryside dairy co-ops in Finland. The blue and off-white colour scheme, script typography, and hand-drawn ingredient illustrations create a calm base with charming, delicious details. These were contrasted with bold contemporary elements unusual for the industry, like the mood photography and the oversized contemporary logotype. 

The Mö brand film and imagery depict the founders and their remarkable story. It celebrates their rural roots, reveals their tenacity, and shows their fun-loving revolutionary spirit. The journey of waking up to the climate crisis, taking single-minded action, and enjoying the ride of their own choosing is expressed through visually arresting scenes, exquisite fashion, and poignant poetry. 

Impact: “Mö is now on its way to people’s hearts as an approachable and inspiring vegan company.”

“During the process, we were happy that we found a common understanding of the direction very quickly. All the careful base work gave us a lot of confidence to begin the visual identity work. Without putting the effort into the groundwork — values, competitive advantages, positioning — we would not have had such a strong identity to stand behind. You helped us find the right words we had been looking for from the beginning. Words that, above everything else, made Mö stronger.

We are in love with the packaging design. It finally reflects our story, values and the diligence of our independent product development. The new identity has enabled us to operate internationally without compromising the brand’s effectiveness. Mö has been noticed especially in the Nordic countries and we proudly represent the Finnish quality and innovative food-tech industry. We are constantly developing new products and our renewed brand allows even a large product family to remain strong under one recognizable Mö brand. Mö is now on its way to people’s hearts as an approachable and inspiring vegan company.”