AGENCY: Pearlfisher
CLIENT: Moma Foods

MOMA! was launched in 2006 as a range of delicious, energizing, on-the-go breakfasts made with muesli, fruit and yoghurt. As a small brand with stalls in stations such as Waterloo and Victoria, MOMA! founder Tom Mercer knew that to grow the brand they needed to increase their distribution within other retailers and increase wholesale revenues.

So, Tom appointed Pearlfisher to redesign the identity and packaging that would make MOMA! stand up and get noticed. Bold, direct and immediate, the new design was inspired by the passion, power and language of political campaigns. A design with the power and conviction to change the morning routine of a nation.

Almost overnight, MOMA! became a force to be reckoned with, both on-the-go and at breakfast tables up and down the country. Wholesale revenue increased from £0.5m to £1.5m in the 13 months following the redesign, with wholesale value and volume growing by 200%. And from a handful of stalls in London train stations, MOMA! now stands proud on the shelves of hundreds of major outlets including Tesco, Sainsbury’s, Boots and Waitrose.

The DBA Design Effectiveness Awards recognise the return on investment that a coherent, well-thought-out and professionally executed design strategy can achieve.