Studio Spotlight: Motto
by Diane Lindquist on 08/22/2013 | 7 Minute Read
Motto is a strategic and creative brand consultancy led by Sunny Bonnell and Ashleigh Hansberger. The firm works with entrepreneurs, visionaries and company leaders to build and strengthen brands in ways that are authentic to their purpose, mission, vision, values, and culture.
“Most importantly, we push beyond features and benefits to create exceptional brand experiences that bring the true spirit of the brand to life." - Ashleigh Hansberger, Lead Strategist
Motto is more than just their name - it's a symbol of who they are and what they stand for.
“Historically, mottos were war cries of sentiment, hope, and promise. A brand’s motto serves as a rallying call - a statement of purpose that acts as the guiding principle for all behaviors, messages and decisions. We believe in using a brand’s motto to inspire the strategy and creative direction." Sunny Bonnell, Creative Director
Dive in and experience their motto in this Studio Spotlight.
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“We believe in the power of purpose. We believe good design is not just seen, it’s felt. We believe the greatest glory is not in failing, but in rising. We believe in inspiring others to pursue their dreams. We believe in surrounding ourselves with good books, furry friends and people who laugh. We believe in courage, creativity, meaning and heart. We believe in ordinary acts of kindness. We believe in quieting the noise and listening to the story. We believe the deeper you go, the more you discover. We believe in brands that stand for something greater.”
All projects below are designed by Motto, South Carolina
Green Mustache is a line of organic fruit and veggie juice smoothies made for kids. Their mission is to nourish the next generation with delicious and nutritious products that both health-conscious moms and veggie-hating kids can agree on.
After realizing her toddler wasn't getting good nutrition, our client started sneaking leafy greens into her fruit smoothies at home, which was a hit. Seeing friends face similar challenges with kids who refuse to eat their veggies inspired her to bring her creation to market.
Each 10oz bottle provides one serving of fruits and one serving of vegetables from nutrient-dense leafy greens like spinach and kale, and nutrition from other superfoods like chia seed and coconut water.
With a blank slate, Motto began with the development of the name. We wanted to come up with something fun that made people smile. After several rounds of exercises, we thought of the mustache line made by gulping down these delicious green smoothies, and Green Mustache was born. Inspired by the personality of the name, we set out to create an identity and package design that brought the brand idea to life in a way that kids would gravitate toward. We developed a series of cute mustachioed animal illustrations for each flavor, and added fun little food and animal facts on the labels to engage kids.
We helped a winery look around their vineyards to tell their brand story. The design concept is inspired by the native birds that live on the property. Each bird represents a different wine.
Dexim is a worldwide registered brand manufacturing an extensive line of accessories and applications compatible with popular consumer electronics, including iPhone, iPod, and iPad. Currently selling in over 45 countries, their mission is to provide consumers with products that offer an enjoyable, personalized, and superior experience.
Dexim's identity had become dated, and consumers perceived the brand to be much of the same. To combat loss of relevancy and consumer interest in the US, a redesign refreshed the brand to align with business strategy. Beyond the identity redesign, Motto created product designs for a new line of Swarvoski crystal headphones for female consumers, graphics for a line of fashion cases and packaging for their flagship product, the Visible G charger.
Greyston Bakery offers a line of exceptional gourmet brownies. As a certified B Corp, the bakery is a force for self-transformation and community renewal. With a dynamic social mission and open-hiring policy, their operation is widely touted as a leader in the world of social enterprise.
Greyston Bakery worked with Motto to design their brownie packaging for Whole Foods. The line launched with three flavors — Chocolate, Walnut Fudge and Brown Sugar Blondie. Greyston’s unique partnership with Whole Planet Foundation has served to advance both organizations’ social initiatives. 2% of brownie sales go to support poverty alleviation through microcredit loans. In 2012, Greyston supported over 70 families with brownie sales.
Bold pattern and bright color create a designer look for this line of premium natural treats and grooming products for fido – all inspired by the founder’s dog, Frank.
A farm-fresh oragnic milk brand inspired by childhood memories of finding images in clouds. A splash of milk in the shape of a cow makes for a playful and memorable identity.
A mother and daughter team form the creative force behind Wax Poetica, inventing blends and making small batch solid perfumes composed of beeswax and essential oils. The brand is a response to synthetic, commercial scents, and a movement toward natural handmade fragrances.
40 Winks is a packaging concept for a brand of small batch malt liquor. The name is a tongue and cheek play on the phrase "forty winks," which means a short nap. The phrase can be traced back to the 1821 self-help guide, The Art of Invigorating and Prolonging Life. In this case, when one drinks a 40 oz, they immediately acquire a slight wink in either eye.