Erasable Stone Paper Notebooks

The Story
When MOYU approached us, they were already a thriving startup fueled by sustainability enthusiasts. Their innovative approach to replacing traditional paper with stone paper was groundbreaking. However, despite their success, the brand lacked distinctiveness and consumer appeal. While the product itself was remarkable, the branding needed a fresh perspective to truly resonate with their audience.

The Challenge
Our task was to rebrand MOYU in a way that preserved their loyal customer base while attracting a wider audience. The goal was to refine and clarify the brand’s core message, ensuring it was compelling even to those who might not initially be interested in sustainable notebooks. MOYU needed to stand out in a competitive market with a unique and memorable identity.

The Solution
We retained the existing logo to maintain brand recognition but gave MOYU a complete makeover in terms of look and feel. The new branding was designed to be modern, youthful, and fresh, appealing to both current customers and new demographics.

Our creative team—including a brand strategist, copywriter, and myself—addressed a wide range of challenges, from revamping the website and webshop to reimagining the notebooks themselves. We introduced new packaging, cover designs, and collateral materials, along with an updated social media strategy to reinforce the brand’s presence.

One of our key innovations was dividing the notebooks into themed collections, allowing customers to choose covers that suited their personal style. This turned MOYU into not just a sustainable product, but a stylish everyday accessory.

To tie it all together, we introduced dynamic “wiping” graphics that symbolized the reusable nature of the notebooks. These visuals added energy to the brand’s materials while reinforcing MOYU’s story of sustainability and innovation.

Take look at more work at moyu-notebooks.com or my Behance profile.

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