Moonbird researched the importance of the human breathing rhythm and how it affects our mental state. The company came to the conclusion that breathing has a major impact on our wellbeing. As a result, moonbird developed the device and app, a handheld biofeedback tool that supports users in their breathing exercises, it helps users to find their inner peace and increase focus and concentration in an easy and interactive way. The device can literally be used everywhere and whenever needed. Achilles Design was asked to develop moonbirds brand identity that fits the purpose of its solution and that supports the emotional goal of using the device – an identity that looks humanly intuitive and that blends well with its natural purpose.
Before we started designing, we organised a brand sprint. Together with the client we try to get a better understanding of the purpose of the product and to define the user persona they want to reach.
The client had already defined the brand name. With a bird as a key symbol and a mood board, we started brainstorming and developing different impressions and generated a number of options moonbird could look like.
The brand identity had to reflect associations with calm, guiding, balance, care, nature, and sensitivity, which guided us in the creation of a pallet of soft and emotional colours. Positivity, curiosity, science, and coaching were additional characteristics that needed to build a modern and out-of-the box personality. We used the recognisable ‘Yves Klein blue’ to highlights the scientific background.
By adding organic and abstract forms we gave the overall look-and-feel fun and energy without being too explicit in our message.
Breathing is a natural phenomenon. Therefore, using natural elements in natural light as well as calm surroundings is meant to support the feelings that are related to inner peace and inner self. We worked with certain colours to express the feelings that are associated with using moonbird. Besides that, we also used specifically suitable photography that shows the personas who use moonbird and who have found their desired state-of-mind.
Not only did we create the brand identity for moonbird, our product design team developed this handheld device that will guide the user through their breathing exercises by providing tactile feedback. In close co-operation with moonbird, Achilles took care of the complete product design process, from product ideation to industrialisation and sourcing of the first batch of products.
Moonbird worked with Achilles to create a organic & structural identity that expresses their brand purpose more accurately.
“Achilles designed our product, our branding and our website. We wouldn’t hesitate to do it again. The collaboration was fantastic. We could jump in if there was a problem and we loved the end-to-end approach.”