Case study: Matsmart/Motatos
The brief was simple. And huge. A new visual identity, a communication concept and a new name.
At that time, the “sustainable brands category” was pretty boring tbh. Grown up, always with a touch of green and often trying to appeal your bad conscience. Matsmart was anything but. We decided to break basically all category norms, and created a playful universe filled with lust and inspiration rather than guilt tripping and boredom.
The result became Motatos. A logo inspired by the cartoon superhero carrying its shadow as if it were a cape. Bright colors, a simple and straightforward font and cute, braggy icons to sprinkle wherever. All of it inspired by their products. Unpredictable but interesting. Always one of a kind.
The new name, Motatos, is a product demo itself. A misspelled version of tomatoes. The url was available and a lot cheaper than the correct version. And a lot cheaper. Just like the tomatoes on their site.
When the new identity had made its mark, Motatos decided to launch products of their own. One basic line, and one made from saved ingredients. Both dressed in the same playful costume.
As for the communication that followed, we continued on the same playful route. With a brand film highlighting the stupidity of food waste, by bringing it out in the open.
And a photo shoot showing our foodprints as Motatos launched their climate calculations.
