Elements include branding, user experience, motion and illustration.

Introducing Mooch - a new digital platform that aims to recreate the physical experience of browsing a book shop, dawdling encouraged. 

Unable to visit physical bookshops during lockdown, browsing has been reduced to a browser. Restricted to standard websites, targeted searches for books lose the sense of discovery and exploration that we get from in-person browsing. Mooch focuses on this browsing experience, removing the outcome of buying, to bring back that feeling of getting lost amongst the shelves.

Revolving around the central idea of taking your time, the ‘oo’ from Mooch, a stretched-out sound, forms part of rambling, descriptive language that sets the tone of voice for the brand. Using illustration to convey a sense of wandering imagination and play, the warm and friendly visual style simulates the welcoming environment of the book shops we miss so much.


A condensed sans-serif logotype transforms and morphs to visualise browsing, using the double O to become eyes and a search bar.

Mooch Animated Logo


Disrupting the conventional with a bright pop of red to draw the eye, symbolising the process of 'finding the book for you'.

Brand Colour Breakdown
Illustration Style
Typography Choices
Mooch Home Page


A friendly, AI-driven chat-bot called Paige means users can search in ways that are more conversational, to aid the feeling of ‘not knowing’ when book browsing.

Paige AI chat-bot


Roam digital bookshelves, scattered with suggestions in red, and interact with 3D book models for a better sense of scale. Plus, store books you like on a personal shelf.

Digital Bookshelves3D book


A rating system identifies how ‘mooch-able’ a book is, so the experience continues to evolve, personalise and enable discovery.

Mooch Scale


Share personal bookshelves through Instagram stories, and mooch around other people’s. Advertising plays on the double O motif, displaying the character of the brand.

Instagram Stories
Insta Post
Insta Post GIF