Moonbug Entertainment has worked with global brand agency DixonBaxi on the rebrand to usher in a ‘new chapter of global identity and name-brand recognition’.
Moonbug worked with brand agency DixonBaxi to refresh its corporate identity to convey the same energy and fun as its colourful shows and characters, including hits such as CoComelon and Blippi.
Since Moonbug’s launch nearly five years ago, the company has become a trusted brand for families around the world, known for delivering great entertainment for young kids that is rich in learning benefits and healthy values. While its shows have always enjoyed a high level of brand recognition, Moonbug itself is now increasingly growing more audience-facing through its successful global Moonbug Kids channels. There are 20 SVOD or linear Moonbug Kids channels in different parts of the world as well as a number of global YouTube channels, which combined have over 79m subscribers.
“As consumer interaction with the Moonbug brand grows, this is the ideal time for a refresh,” said René Rechtman, CEO and founder of Moonbug. “Our aesthetic will now be as bold and vibrant as our shows and characters, instantly recognisable for children and parents around the globe.”
“We created the Moonbug identity to be bursting with energy, and synonymous with dynamism, excitement and fun,” said Ditte Marie Lucas, vice president of Brand and Communications at Moonbug. “This rebrand perfectly captures the spirit and energy of childhood while still maintaining the authority to live naturally amongst the leaders in the entertainment industry.”
Moonbug was created on the basis of acquiring IPs and growing them into fully established franchises. This rebrand marks a shift that will see everything move under a cohesive Moonbug umbrella, elevating its brand positioning and encouraging industry recognition as the company behind the most beloved shows in kids’ entertainment.
DixonBaxi created a new strategy and creative platform which is says are inspired by Moonbug’s bold attitude.
At the heart of the new identity sits a bespoke animated logotype that ‘fizzes and pops with a playful personality’, hinting at the entertainment that makes Moonbug content unmissable. A flexible brand system with a fresh colour palette, super-sized art direction and activity-focused icons fill every space with the same bright, playful personality.
“It has been a unique challenge to create a new brand that captures the magic of the shows that billions of kids tune in to over and over again, but still feeling distinctly Moonbug,” said Harry Ead, creative director, DixonBaxi. “We feel that we have created a brand that will match Moonbug’s ambitious plans without losing what makes them so special.”