Movember launches new branding

The branding, which is refreshed each year, is created by Melbourne-based consultancy Urchin Associates. This year’s identity is based on the ‘Movember and Sons’ concept, with a traditional look-and-feel based on old-fashioned father-son business partnerships.

London design consultancy Reason works on modifying Urchin’s Movember branding for use in other participating countries.

Reason has also designed the promotional cookbook for this year’s event, which is given to sponsors and other partners, and is given out at Movember parties. Reason has designed the books for the past three years, and was initially brought onto the projects due to an existing relationship with Movember in Australia.

The book, entitled Bring It On Home, features background information on Movember, and recipes and lifestyle advice from chefs at restaurants such as London’s Oxo Tower restaurant and the Caravan chain. It uses an editorial-style layout, with photography by Steve Ryan.

The project was led by Reason co-founder Mark Calderbank and Urchin Associates designer Alex Denman.

Calderbank says, ‘Each year there’s a new creative direction and theme. This one is all about Movember and Sons and about passing on knowledge.’

He adds, ‘The look and feel of the book is quite simple really – it’s like a big picture book. The photography style looks to emphasise that you can easily make the recipes yourself. Because of the Bring It On Home title the photographs show the chefs in their own homes. There’s even one of the chefs eating in his bathroom.’