Moon Rabbit was created for a Hong Kong based client who are in the beauty industry. They wanted my idea on a new skin care brand which they were going to launch in South East Asia.

1. by: Kim Haagensen

2. Scope
To create a brand with international potential with a start up in Sout-East Asia. The brand has to
contain a logo and name. A slogan should also be created and matched to the brand, but unlike the
logo and name the slogan can be changed.
In addition to logo, name and slogan a brand identity should contain a colour and material pallet.
The pallet in both cases should be inspired by our products and what we sell. (For example: in
skincare it would be natural to be inspired by the natural ingredients.)
The material and colour pallet will be the guideline in all future decision when it comes to product
development, creation of retail shops, marketing material, website, etc…
by: Kim Haagensen

3. Idea
One of the ambition when it comes to creating a brand should be to create a story and root it
into regional culture, heritage or popular culture. This will not only strengthen the brand in the
community it is rooted, it will also be portrayed as more credible and exotic in other community/
markets.
It is vital to have a strong link between the product/service and the brand, through the story.
Many people misunderstand this and name/brand a concept with what the product or service is.
Not many people would believe 20years ago that the biggest tech company today would be called
Apple and the logo would be a apple with a bite taken.
Colours, logos and slogan may have different regional preferences by people around the world,
but a brand with a strong story (Identity) will have the same impact around the world.
You can know nothing about art, music, architecture or design and still you can hear a classical
music piece for the first time or stand before the Taj Mahal and you will have goose bumps,
quality is universal and human.
You will also have the same effect with a great brand.
by: Kim Haagensen

4. Legend says there once was a village where a rabbit, a fox and a
monkey resided. The three devoted themselves to Buddhism and
spent much time in its study and practice. One day, the Emperor of the
Heavens looked upon them and to test their faith told them to bring
him something to eat.
The three set off to fulfill his wish. Consequently, the fox returned with
fish, the monkey with fruit, and the rabbit, who could do nothing but
gather grass, lit a fire with it and jumped in, offering himself. His
commitment earned the approval of the Emperor and he was placed in
the moon as its guardian, with ”smoke” sorrounding him as a
reminder of his endeavor.
The Legend
by: Kim Haagensen

5. Cultural refrences
by: Kim Haagensen

6. by: Kim Haagensen

7. by: Kim Haagensen

11. by: Kim Haagensen

12. by: Kim Haagensen

13. The Moon Rabbit logo will have an recognizing effect because of the mortar and pestle the
rabbit are working on for making the medicine for the gods.
The story about the moon rabbit you will find throughout Asia, the story is more or less the
same all over but it has regional adaptations. After my research it looks like the story
originated from Korea. In China some say the rabbit makes medicine and some say it makes
rice cake (a symbol of life).
by: Kim Haagensen

14. by: Kim Haagensen
kim@andersen-haagensen.com