Mohjo

✐ BRANDING ✐ WEBSITE CONTENT AND STRATEGY ✐ SOCIAL MEDIA CONTENT STRATEGY ✐ CREATIVE DIRECTION

Mohjo is a Singapore-based organic almond milk D2C startup. 99% of alt-milks available in Singapore contain a laundry list of additives and other nasties. Mohjo contains only almonds, dates and water. I worked with the founder from day zero, developing the brand name, packaging content, website content, social media strategy and more.

BRAND NAME

Capturing the feeling of joy

Naming a d2c brand is 97% perspiration, 2% inspiration and 1% plain luck. Over multiple projects, I have developed a process that makes creating brand names easier.

The trick to developing a name is to understand the emotion you want to evoke in the consumer. I use 2 simple questions to lock in on this feeling.

What is your ideal user's life like right now?

How will your brand make their life better?

In this case, the overwhelming emotion was the feeling of joy that the user would feel after drinking vegan milk that was actually tasty and pure.

Iterating and workshopping

We went through at least 8 rounds of naming exercises for this brand before we had something all of us felt good enough to A/B test.

I make it a point to share potential shortlists and a write-up that brings the name and the brand world alive in each round. This makes it easy for the person at the other to visualise the brand world better.

Finding our mohjo

Derived from 'more joy', mohjo instantly communicates the positive feeling associated with the product. It has a playful, energetic vibe that reflects the brand's personality and is unique enough to stand out from supermarket shelves filled with 'Almond Breeze', Almond Silk and other variations of the same theme.

It also allowed the brand to own the phrase 'find your mohjo'. This helped the brand develop its own vocabulary and start telling a story that was distinct from most alt-milk brands in the market.

The @findyourmohjo handle gave us the space to grow the brand personality on Instagram and Facebook. It gave us the creative liberty to produce content about joy and self-discovery that was not directly related to the product yet would build the brand.

PACKAGING COPY

Mohjo in a bottle

It was easy to fall into the trap of using 'salesy' copy to sell mohjo. But it was not what brand mohjo was all about. Instead of selling hard, the packaging copy had a conversation with the consumer. It conveyed the feeling of mohjo, rather than selling yet another alt-milk beverage.

WEBSITE

Selling almond milk and mohjo

Like the ingredients that go into a bottle of mohjo, I kept the language simple and honest, punctuated by a wink and a smile in places. The goal was to communicate in a clear and friendly manner exactly what makes mohjo special.

SOCIAL MEDIA

Finding mohjo on the gram

No one likes a brand that keeps pushing its products in every post. But as a brand, what do you talk about if not your product? This is when having a defined brand personality and a clear content strategy comes in handy. I identified the main buyer personas and created a content plan that would appeal to them at each stage of the marketing funnel. This exercise also helped us develop topics and topic clusters, which gave the content team focused yet varied starting points to create content day in and day out. I worked with mohjo's in-house design team to develop social media content with a distinct mohjo look and tone.

#HowToFindYourMohjo
Weekly posts that used the mohjo bottle and ingredients as characters to land mohjo’s brand philosophy. A way to be present in our users’ ig feed without being seen as a pushy sales oriented brand.

We made sure we highlighted our ingredient story at least once in two weeks, but we made sure it was designed to stop users scrolling by.

We used trending gifs to make sure our posts did not look the same all the time.

To read how I developed mohjo’s brand guidelines, social media content strategy and more

DOWNLOAD PDF

My go-to person for everything about mohjo

"He came on board to help us with the name, but soon became my go-to person for everything about mohjo. From the copy on the bottle, to website content to marketing ideas to helping me draft WhatsApp messages to customers, Vinod always had the answers. An absolute pleasure to work with.”

Juhi Dang | Founder

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Mohjo

Capturing the feeling of joy

Naming a d2c brand is 97% perspiration, 2% inspiration and 1% plain luck. Over multiple projects, I have developed a process that makes creating brand names easier.

The trick to developing a name is to understand the emotion you want to evoke in the consumer. I use 2 simple questions to lock in on this feeling.

What is your ideal user's life like right now?

How will your brand make their life better?

In this case, the overwhelming emotion was the feeling of joy that the user would feel after drinking vegan milk that was actually tasty and pure.

Iterating and workshopping

We went through at least 8 rounds of naming exercises for this brand before we had something all of us felt good enough to A/B test.

I make it a point to share potential shortlists and a write-up that brings the name and the brand world alive in each round. This makes it easy for the person at the other to visualise the brand world better.

Finding our mohjo

It also allowed the brand to own the phrase 'find your mohjo'. This helped the brand develop its own vocabulary and start telling a story that was distinct from most alt-milk brands in the market.

The @findyourmohjo handle gave us the space to grow the brand personality on Instagram and Facebook. It gave us the creative liberty to produce content about joy and self-discovery that was not directly related to the product yet would build the brand.

Mohjo in a bottle

It was easy to fall into the trap of using 'salesy' copy to sell mohjo. But it was not what brand mohjo was all about. Instead of selling hard, the packaging copy had a conversation with the consumer. It conveyed the feeling of mohjo, rather than selling yet another alt-milk beverage.

Selling almond milk and mohjo

Like the ingredients that go into a bottle of mohjo, I kept the language simple and honest, punctuated by a wink and a smile in places. The goal was to communicate in a clear and friendly manner exactly what makes mohjo special.

Finding mohjo on the gram

#HowToFindYourMohjo
Weekly posts that used the mohjo bottle and ingredients as characters to land mohjo’s brand philosophy. A way to be present in our users’ ig feed without being seen as a pushy sales oriented brand.

We made sure we highlighted our ingredient story at least once in two weeks, but we made sure it was designed to stop users scrolling by.

We used trending gifs to make sure our posts did not look the same all the time.

To read how I developed mohjo’s brand guidelines, social media content strategy and more

My go-to person for everything about mohjo

"He came on board to help us with the name, but soon became my go-to person for everything about mohjo. From the copy on the bottle, to website content to marketing ideas to helping me draft WhatsApp messages to customers, Vinod always had the answers. An absolute pleasure to work with.”

Let’s take your startup idea to the next stage

Work

Contact

Creative consultant, content strategist and content developer. I help early stage start-ups and small businesses find the best way to sell their story on multiple platforms.

Mohjo

Capturing the feeling of joy

Naming a d2c brand is 97% perspiration, 2% inspiration and 1% plain luck. Over multiple projects, I have developed a process that makes creating brand names easier.

The trick to developing a name is to understand the emotion you want to evoke in the consumer. I use 2 simple questions to lock in on this feeling.

What is your ideal user's life like right now?

How will your brand make their life better?

In this case, the overwhelming emotion was the feeling of joy that the user would feel after drinking vegan milk that was actually tasty and pure.

Iterating and workshopping

We went through at least 8 rounds of naming exercises for this brand before we had something all of us felt good enough to A/B test.

I make it a point to share potential shortlists and a write-up that brings the name and the brand world alive in each round. This makes it easy for the person at the other to visualise the brand world better.

Finding our mohjo

It also allowed the brand to own the phrase 'find your mohjo'. This helped the brand develop its own vocabulary and start telling a story that was distinct from most alt-milk brands in the market.

The @findyourmohjo handle gave us the space to grow the brand personality on Instagram and Facebook. It gave us the creative liberty to produce content about joy and self-discovery that was not directly related to the product yet would build the brand.

Mohjo in a bottle

It was easy to fall into the trap of using 'salesy' copy to sell mohjo. But it was not what brand mohjo was all about. Instead of selling hard, the packaging copy had a conversation with the consumer. It conveyed the feeling of mohjo, rather than selling yet another alt-milk beverage.

Selling almond milk and mohjo

Like the ingredients that go into a bottle of mohjo, I kept the language simple and honest, punctuated by a wink and a smile in places. The goal was to communicate in a clear and friendly manner exactly what makes mohjo special.

Finding mohjo on the gram

#HowToFindYourMohjo Weekly posts that used the mohjo bottle and ingredients as characters to land mohjo’s brand philosophy. A way to be present in our users’ ig feed without being seen as a pushy sales oriented brand.

We made sure we highlighted our ingredient story at least once in two weeks, but we made sure it was designed to stop users scrolling by.

We used trending gifs to make sure our posts did not look the same all the time.

To read how I developed mohjo’s brand guidelines, social media content strategy and more

My go-to person for everything about mohjo

"He came on board to help us with the name, but soon became my go-to person for everything about mohjo. From the copy on the bottle, to website content to marketing ideas to helping me draft WhatsApp messages to customers, Vinod always had the answers. An absolute pleasure to work with.”

Let’s take your startup idea to the next stage

Work

Contact

Creative consultant, content strategist and content developer. I help early stage start-ups and small businesses find the best way to sell their story on multiple platforms.

#HowToFindYourMohjo
Weekly posts that used the mohjo bottle and ingredients as characters to land mohjo’s brand philosophy. A way to be present in our users’ ig feed without being seen as a pushy sales oriented brand.