All Things Moomin

All Things Moomin

"Nice personal design that conveys an intimate atmosphere"

The Starting Point

Moomin is one of the world's most beloved brands - in traditional channels. In the digital world, the brand is almost nonexistent.

Our goal was to bring the Moomins into the digital world in a way worthy of such a high-quality and international brand. We wanted to create a coherent and global Moomin experience, available to all, through all of The Moomins' official channels and across all devices.

The Execution

The Moomins are a brand with a distinctive visual identity. Bringing Tove Jansson's world and vision to life in a digital format was one of the building blocks for the project.

We knew that the Moomin experience is more than just the surface-level of fonts, colours and pictures. We wanted the digital Moomin experience to include all the things that make the Moomins so special: Happiness, grief, a few drops of whiskey, amazing adventures, the mysteries that nighttime brings, the harshness of winter and of course lots of love.

With this in mind we wanted to make the surface match the content: The digital Moomin experience should feel exactly like a visit to the Moomin Valley.

The end result was a vast and visually rich digital presence full of interesting content, offering a complete Moomin experience:

  • The new moomin.com, a meeting place for Moomin fans from all around the world, in which Tove Jansson's Moomins come to life
  • A seamlessly integrated web commerce solution that feels like that most exclusive boutique in the Moomin Valley instead of a boring old warehouse
  • All of the Moomins' official social media channels were brought to life with a new visual style and high-quality content

...Guess what happened after that?

The project was both a dream and a nightmare for us. The Moomins are so very passionately loved, we knew that the wrong decisions would lead to disaster. However, if we were to succeed, we would be creating something valuable for one of Finland's and the world's greatest brands.

The throng of fans that flocked to the Moomins' new site and social media channels showed us we succeeded.

  • Moomin.com went from 200 visitors a day to almost 3000 unique visitors every day
  • The webstore has shipped products to almost all EU countries and Japan
  • The number of Facebook fans has grown from 12500 to 42500 and continues to grow by 300 every day
  • The number of Twitter followers has grown from 300 to 2500
  • The new Tumblr blog has quickly gained over 900 followers

Nice personal design that conveys an intimate atmosphere.

Moomin Characters’ job is to uphold Tove’s legacy. That doesn’t mean guarding or restricting the Moomin brand, it means that in every generation we try to work with the best talent there is - Motley Agency’s founders and employees are exactly that