Speculative Design Project - Fall 2023

“When asked to think about the future and products that could improve the lives of people and other creatures, I couldn't help but think of things I wished to have in my life now. I have always hoped to have animals be able to talk and speak their minds, good and bad. The idea comes from wondering what goes through an animal's mind and what the animals are trying to say when they bark, meow, chirp, or roar. When creating Moxie, an animal food brand that allows animals to talk when the food is eaten, I continued to think about the power animals in captivity would have with their lives, which they don't have in today's world. Moxie gives animals, like zoo animals, the ability to speak what's on their mind and tell the truth to humans about their opinions on how they are treated in or out of captivity. Although Moxie is made for animals to take back their power and talk about the life they deserve, it is also for people to hear the animals and react to what they say. This project started selfishly as I wanted to know what my cat was meowing about in the middle of the night. However, it has turned into how zoos would function with the possibility of the animals rebelling and how people would act hearing the power of animals' voices.”

The Moxie logo is an entirely hand-lettered logo that started on paper and was then transformed in Adobe Illustrator, using the pen tool and lots of hand smoothing each anchor point. I wanted to dive fully into the world of typography and hand-lettering, which has been a passion of mine. I wanted the brand to look unlike any other pet food brand, with bright colors, hoping to grab the attention of people walking by. Never designing a full-fledged brand was challenging and daunting at the moment, but it was very rewarding in the end.