Strategy: Duncan Heeney (blueprint, research, personas)
Creative: Tom Jones

CHALLENGE

Build a brand for a crypto lootbox product that breaks through the noise of the crypto betting space. One that speaks endemically to the crypto community. Providing them with an alternative to the daily grind of trading to earn money in Web3.

INSIGHT

Crypto traders are always looking for their next big win. We have the chance to present them with that opportunity, but it must feel like it comes from inside the house.

We settled on building a brand that was: Degenerate, Instant, Daring, and Insatiable, in order to properly reflect the community we were joining.

EXECUTION

MoonBox is a brand that meets crypto degens where they live. It joins conversations, often prodding at their losses. We’re fast to trending topics and always pushing boundaries.

We built the smile mascot as a means to more personally communicate with our audience. Jumping into threads, taunting them that their wins could have been so much easier. But also celebrating them when they do win with our product.

Even the name “MoonBox” was chosen with intention. “Moon” refers to the “to the moon” meme popularized in the crypto trading space, meaning that a coin is rising in value. “Box” is tactically included because it was the most searched for term in relation to this style of gambling product, assisting significantly in SEO and product recognition.

Full Brand Blueprint and Brand Kit available upon request.