Soft power: FCKLCK’s gentle identity for Moksi embodies the optimism of the niche skincare brand

“Moksi came to us at the very beginning of their journey, when nothing had been developed yet,” FCKLCK’s Design Director Jeroen van den Bogaert tells us, contextualising the international creative studio’s confidently, powerfully soft identity for Moksi. Positioned in a niche, the unisex skincare brand is crafted for compatibility with cancer treatments following the founder’s own experience of breast cancer and subsequent radio and chemotherapy. “Since the brand was newly entering the market,” he continues, with the products still under development when the design process for the identity began, “we chose to opt for a wordmark so that anyone who sees the logo will immediately know the name,” becoming the leading visual motif of the identity system. “We then made the choice for big logo usage,” van den Bogaert recalls, opting for Pangram Pangram’s PP Editorial New Ultralight as the leading typeface, “to let people know that Moksi was here to stay,” offering an immediate self-assurance to the identity and, indeed, the products themselves. “It’s a bit like when people ask who you are, you answer loudly and proudly with your name,” he adds, distilling a character that PP Editorial New all-too-effortlessly met. “It seemed like a good font to us because we were developing a cosmetics brand that borders on the medical side,” van den Bogaert explains, detailing the thought processes behind the typeface choice. “By using the expressive and modern serif PP Editorial New, we are aiming for a modern interpretation of a category that can be seen as quite established and traditional,” he continues, offering a sincere, reliable quality without appearing overly formal.