Moochi
The Client
The Scope
Brand Identity • Ident Stings • Brand Toolkit
Moochi is a family Freeview channel bringing together a mix of shows for children of different ages. It’s designed to be something that can be put on in the background or watched together - simple, varied and easy to dip into.
LikelyHood created a full brand identity, along with guidelines and a set of assets to help the channel show up consistently across on-screen and digital spaces.
The Context
The challenge was to do something a bit quieter. Surrounded by loud, fast and often overwhelming kids’ TV branding, Moochi needed to stand apart without adding to the noise.
It also had to work for a broad audience, not just one age group. The identity needed to feel playful but not too childish - something that could comfortably sit across different types of content and feel easy for both kids and parents to engage with.
The Challenge
The Cutting Room Floor
Here are just a few of the ideas that didn’t make it into the final stages. They weren’t wrong - just different directions we explored along the way that didn’t quite feel right in the end.
We like showing this part of the process because it gives a more honest view of how work evolves. It shows how our brains work and how the final identity was shaped.
