Moodly sells CBD and nootropic wellness products under the line "Boost your mood." Masterbrand handled the brand's strategy and positioning, landing on "High Performance Nature Labs" as the core idea. Madrid studio The Woork built the visual identity around that idea: four simple geometric shapes, each standing in for a different emotional state, carried across packaging, out of home advertising, an app and social content.
Four shapes for four moods
The Woork designed a symbol for each of Moodly's four emotional states: a cross shaped mark for Ready, three overlapping ellipses for Calm, a plain square for Good and a grid of circles for Beauty. Every shape is built from the same handful of primitives, so the four read as a family rather than four separate logos.
The studio also drew a softer, more illustrative version of the same four ideas: a lotus for calm, a sliced drop for balance, stacked stones and a sun. These read closer to conventional wellness iconography than the brand's sharper primary marks, and show how far the shape system can flex without breaking.
Strategy from Masterbrand, identity from The Woork
Masterbrand set Moodly's market position and its "High Performance Nature Labs" framing before The Woork started work on the visual system. That division of labor shows in how the identity reads: the words carry the science forward promise, while the shapes and color carry the emotional one. The Woork paired the identity with Labil Grotesk, a rounded sans with enough personality to soften the CBD and nootropics subject matter without losing legibility on small packaging.
Color coded packaging for each product line
Each Moodly product line gets its own sub palette, chosen from color psychology rather than a single fixed brand color. A Calm tin sits in sage green, other lines run through mustard, magenta and cream. The packaging keeps its shape and typography constant across lines, so color alone signals which mood a product targets.
The system stretches from billboards to phone screens
The Woork's brief covers more than packaging. The same shapes and palette turn up on out of home advertising, a building sized wall wrap, transit shelters, an app and social templates, all built to work at very different scales without redrawing the core assets.
A campaign built around one question
Across every touchpoint, the identity keeps coming back to a single line: "How do you want to feel?" It's the kind of prompt that only works if the visual system can answer it fast. The four shape structure means it usually can; a viewer can read the mood from the mark alone before reading a word of copy.
The Woork is a branding and graphic design studio based in Madrid. See more of the Moodly identity, and the rest of the studio's work, on The Woork's Behance profile.
