Work / Møss
Møss
A skincare brand rooted in ritual
×3 DTC revenue in first year
Client
Møss
Industry
Beauty
Services
Visual Identity, Packaging, Art Direction, Campaign
Year
2023
01 — The Challenge
Møss launched into one of the most crowded categories in retail. With a remarkable formulation but no distinct point of view, it was invisible on shelf and indistinguishable online. It needed a brand world as considered as its product.
“Everyone says “clean” and “natural”. We needed to mean something the moment someone picked us up.”
02 — The Insight
Møss was never about ingredients — it was about ritual. We built the brand around the quiet, repeated moments of care that skincare really is, drawing on Scandinavian restraint and the patience of nature.
03 — The Work
A tactile identity with a custom serif, a muted botanical palette and generous negative space. Packaging designed to be left out, not hidden away. A launch campaign of slow, sensorial film and photography that sold a feeling, not a feature.
Fig. 01 — Møss system
Fig. 02 — Møss system
Fig. 03 — Møss system
The Impact
Results that move the business.
Direct-to-consumer revenue in year one
Average time on product pages
Retail doors secured post-launch
Average customer rating
Møss sold through its first production run in eleven weeks and was picked up by two of Europe’s leading concept retailers.
They gave us a brand with a soul. Customers do not just buy Møss — they tell their friends about it.
Henrik Sjöberg — Founder, Møss
