Having defined a brand-platform based on 'purity and the goodness of life', we created thename, 'Moova', coined from the words 'Moo' (cow sound) and 'Ova' (Turkish for valley).The visual language was designed to reflect the concept of pure, essential, basic and simple good quality. The brandmark identity was formed from rudimentary shapes that could symbolise our most pure and basic foundation of the visual world around us.Included within the wordmark are icons that represent Moova's milk and cheese products, the circle for a simple glass of milk, and the 'v' triangle for cheese.

After launching the brand and story, such was the interest and demand that production was unable to meet the sheer volume of commercial orders, and many supermarkets and stores had to be refused supply. Currently, the brand is 6 months behind on meeting industryorders. This, adversely, had a positive effect. It created a buzz around the brand, as it was perceived as a product so good that it was flying off the shelves and hard to find. This has created muchmedia attention, and Moova has already been the focus of many branding articles and blog activity within Turkey.