This is the brand design for NoomaLooma. Cotton created NoomaLooma's first brand identity and initial product language together with co-founders Piera Gelardi and Lakshmi Narayanee. NoomaLooma is a platform that centers on short, small moments of making in everyday life, rather than grand creations.
The core of the brand is a pressure-free creative experience. Users can lightly create something every day through short daily prompts. Rather than aiming for high-quality results, the focus is on making creation feel like play again.
The visual identity is structured around a generative “O” shape. The logo and graphic elements are closer to a continuously transforming structure than a fixed form. Soft typography, loose doodles, and tactile interactions are used together, seamlessly transitioning between the brand and product screens.
The website's interactive logo changes its form depending on the state. It is a device designed to create a small playful element even the moment a user views the brand. The celebratory logo display that appears after signing up follows the same direction. It transforms moments of functional transition into part of the brand experience.
Noomies, the community avatars of NoomaLooma, are also an important element. Users create characters by combining colors, eyes, noses, hair, accessories, and more. This builder is inspired by the 'Exquisite Corpse' method, where multiple people connect drawings in sequence. The finished characters create a slightly quirky, lighthearted, and joyful impression.
The product screen also continues the brand's tone. Features such as Daily Noooooodle, Bingo Challenge, Daily Noodle, Lookback, and Creative Circle are structured as a flow of recording, reflecting on, and sharing creations. Rather than evaluating or pressuring users, the app encourages repeated short engagements and small achievements.
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