Mooii is an Australian fashion accessory business, located in Sydney’s CBD. The company focuses on providing customers with various categories of innovative fashion products. Nexty built a young and stylish brand image into the brand naming and brand design.

Derived from the founder’s name, the made-up word “Mooii” is lovely, modern and catchy. It is similar to the brand naming strategy such as ZARA and MUJI, which is very easy to remember, in line with the audience base that is young women aged from 20 to 40.

The main concept of the brand is to demonstrate the intelligence and elegance of modern women. Therefore, the sophisticated serif font works elegantly with the black and white colour, creating a classic visual atmosphere. To put the lowercase letter “I” upside down gives the brand a dynamic rhythm, becoming the most unique visual element of the brand.