Moonpig ditches the pig from its branding, pays homage to ‘gimmicky’ swine in Hogumentary

Moonpig waves goodbye to its pig

Moonpig, the personalised cards and gifts etailer, has dropped its cartoon pig from its brand identity, as well as the ‘.com’ from its name.

The changes form part of Moonpig’s rebrand, its first comprehensive refresh since its launch in 2000.

Captained by in-house creative director James Turner, the new design is centred on the theme of ‘escape to life on the moon’, which reveals itself in ‘zero gravity’ typography featuring the bespoke font Moonpig Lift-off. It has been rolled out across the brand’s web, app, product packaging and marketing touch points.

While the grinning cartoon pig may have been sent to the abattoir, the etailer has paid homage to his tenure by selecting pink as the lead brand colour and creating a new digital icon inspired by his snout. It has also produced a live action mockumentary – or ‘Hogumentary’ – which features an interview with the former face of the brand.

Turner admitted Moonpig’s previous brand “hadn’t kept pace with the exciting and colourful reality of our business today”.

He said: “We needed to lose the gimmicky-ness, hero the trust, simplicity and personal touch consistently across the brand, all the while keeping our unique blend of cheeky humour with heart front and centre in everything we do.”

Moonpig’s in-house team worked with consultants Cat Totty and Ian Styles on the rebrand.

Moonpig: Brand Refresh

Added 27 September 2017
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Katie Deighton

Katie Deighton is The Drum’s senior reporter - creative and video based in London. She produces, films, presents and edits the title’s editorial video output, including series such as On The Scene, Ad Breakers and Why I Left Advertising, and manages its coverage of the creative sector. She also reports on the intersection between politics and marketing, as well as the third sector and fashion.

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