Moomin Fits

Client Brief

Moomin Fits needed a brand identity for a Gen Z-focused online clothing store, aimed at standing out visually in a crowded fashion e-commerce space in Nepal.

Overview

Moomin Fits is a modern online clothing store catering to Nepal's Gen Z fashion audience. The brand needed an identity that feels youthful, trendy, and distinctly feminine standing out in a growing e-commerce landscape.

Ideation

The ideation phase leaned heavily on Instagram and TikTok moodboards to understand what actually stops a Gen Z shopper mid-scroll. Multiple pink tones were tested against black and cream to find a combination that felt confident rather than saccharine, and several logotype sketches explored playful, slightly imperfect letterforms to keep the brand feeling human and social-native rather than polished-corporate.

Final Result

Review