La Muu | 2019
Funderbeam Campaign Graphs
In 2012, two friends decided that it was time to do their bit to improve the organic production in Estonia. Producing ice cream made perfect sense as all the main ingredients were accessible from the local organic farmers. And besides, who can say no to ice cream?
Long story short, this is how La Muu–Estonia's first 100% organic ice cream brand–was born to strive for becoming the leading eco-friendly ice cream brand in the Nordics.
Homne started to collaborate with La Muu back in 2019. At the time, they were preparing for their Funderbeam campaign, intending to raise 400 000€ to purchase a new type of ice cream technology to launch 2-3 new product types. The Funderbeam campaign was our first design project with La Muu and certainly a very important one!
P.S. To avoid potential confusion, it should be noted that the branding and packaging is designed by KOOR and OKIA was responsible for the webpage. Homne takes care of all the marketing-related visuals.
Our first task was to design graphs that would illustrate the campaign and give an overview of the company's market position, goals, team, and investor benefits. Our goal was simple: make the graphs as clear as possible, yet maintain the unique visual look of La Muu.
⎮ Graphs that give you the full scoop
So naturally, we kept the chalky background. To make the investors' mouths water, we used some yellow to resemble the "Paint me the sun mango sorbet" and burnt orange to bring back the memories of the "I'm 100% vegan peanut butter ice cream".
The crowdfunding campaign was outstandingly successful. In one day, the interest of the investors reached a million euros. Thereafter, they decided to increase the target to 600 000€ and end the campaign sooner than planned. Altogether, people wanted to invest an astonishing sum of 4 700 000€ in La Muu.
By the way, our Project Lead Mikko invested as well and got the not-so-lousy milk chocolate ice cream. Be sure to keep this in mind, because he is now part of the "Lifetime 20% discount at La Muu Telliskivi ice cream shop" club!
Project Lead: Mikko Leo Selg
Art Direction, Graphic Design: Jakob Päll
Photo: Mikko Leo Selg
© Homne 2020