Ancient roots. Modern proof.
Client
Moaie Care
Services
Brand Concept
Brand Identity
Digital Design
Brand Collateral
Project type
Go To Market
MOAIE approached us in the early stages of their business. Founder Marieke had spent years searching for supplements that actually work for her. She's someone who takes that kind of search seriously: she initiated her own research project with the University of Wageningen to test her experience and insights against scientific evidence. The results gave her the conviction to start MOAIE and show that self-care can be done differently.
Challenge
MOAIE is a supplement brand for women at every life stage. In a category full of noise and trends, Marieke had something different in mind: pure ingredients, scientific grounding, and a warm, earthy tone. The question: how do you bring that vision to life in a market used to loud claims and fleeting wellness fads?
Approach
In the design process, we deliberately explored two extremes. On one side, we researched the visual language and culture of modern science. The 'hard' scientific angle, translated into colour, imagery and typography. On the other, we drew on ancient wisdom: emotional values, intuition and traditional knowledge.
These two poles gave us room to position the concept with precision, finding the right balance together with Marieke and her team. The final brand identity holds both extremes, without tension. Refined and natural. The result is a brand that feels like the modern medicine woman: knowledgeable, intuitive, grounded.
The packaging follows suit. Sustainable materials, a tactile finish, and a quality that invites daily use. The connection between body, product and planet becomes something you can feel.
Outcome
MOAIE now stands as a recognisable, credible brand in a competitive market. Not by shouting louder, but by being clearer. Science and simplicity, brought together in self-care that actually resonates.
Photography & videography by Michelle Duin and Cleo Goossens
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