In the realm of plant-based milks, brands are shifting from a focus on health benefits to adopting audacious, unapologetic attitudes. A new brand, MoFree, created by JDO, aims to break the mold with its unique, relaxed character and, of course, its feline charm.
MoFree, developed in partnership with Dali Food Group, a significant player in the Chinese snack and beverage industry, is a high-end plant-based milk offering a pure, dairy-free experience. Packed with essential plant nutrition, plant protein, and dietary fibre, it epitomizes the principles of a health-conscious and eco-friendly lifestyle.
The JDO Shanghai team was charged with the creation of the brand, aiming to establish MoFree with a premium identity and packaging design that encapsulated a healthy and eco-friendly lifestyle. “This project was particularly exciting as 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,” observed Greenly Lu, Vice President at JDO Shanghai.
The MoFree brand combines bold simplicity with intricate textures and details in a way that reflects a vibrant lifestyle. Its playful and unique attitude truly distinguishes it from other plant-based products.
To accentuate the brand’s laid-back personality, JDO created the MoFree cat. Inspired by the brand name’s direct translation, “Flying Cats,” this charming feline can often be seen soaring alongside ingredients or resting comfortably, symbolizing the brand’s philosophy of enjoying life on your own terms.
The brandmark features bold letterforms in an ink-stamped illustration style, effectively emphasizing 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.
“Alternative milks are known for challenging conventions. While we aimed to capture that energy, we also wanted to give MoFree a unique and genuine narrative that sets it apart with confidence, charisma, and a bit of fun,” comments Greenly Lu, VP at JDO Shanghai. “Our design adopts a simple yet whimsical approach, helping MoFree stand out with communication that engages China’s dynamic Gen Z, who are always on the lookout for new experiences.”
“MoFree aims to instill a sense of well-being in consumers who aspire to embrace a positive, healthy lifestyle. Instead of being overly serious or confrontational, the MoFree brand world, crafted by JDO, is a place where people can play and thrive,” says Qi Jun, Design Manager at Dali Food Group. “As creative partners, the agency has effectively translated our vision into reality, delivering a premium brand identity and packaging that exudes big brand confidence, while retaining the charm of a local favorite and promising a delightfully healthy brand experience.”
