The big idea 💡
Super cute. Super sparkly. Handmade with love.
SluMoo Slime is handmade & custom-made slime for kids aged 3–12. It's playful, sparkly and joyful — fun for everyone, from sparkle-lovers to monster-makers. The name plays on slime + "moo", so our mascot is a sweet pink sparkly cow.
Logo 🐮
Use the horizontal lockup in headers & on packaging. Use the mark alone as an app icon, sticker or social avatar. Keep clear space around it and never stretch or recolour it. Wordmark is Baloo 2 ExtraBold with "Moo" in rose pink.
Mascot — "Moolly" ✨
A round, drippy slime-blob cow with little ears, ivory horns, a pink snout and big friendly eyes — usually holding a jar of slime. Keep her soft, round and smiling, never sharp. She's the heart of the brand.
Colour palette 🎨
Primary is Rose Pink #ff4f9a. Accents are used sparingly for sparkle.
Typography ✏️
Voice & tone 🗣️
Warm, excited and kid-friendly — like Mackenzie talking to a friend. Short sentences, lots of joy, emoji welcome (🩷 ✨ 🫧 🌈). Words we love: squish, sparkly, fluffy, stretchy, magic, jar, handmade. Always parent-aware: mention "with a grown-up", ages 3+, "not for eating".
The team 👑
Dreams up & makes every slime (age 10).
Head of Sales & Marketing — spreads the sparkle.
Mum — keeps the whole thing fun (and funded).
Dad — resident Slime Angel & investor.
Product range 🫙
Core range: 5 signature colours (Rosie Rose, Grape Sparkle, Mermaid Teal, Sunny Lemon, Blueberry Sky), each in 2 textures = 10 slimes.
Special Editions: 💖 Sparkle Squad & 💥 Monster Squad, plus seasonal ranges — 🎄 Christmas, 🎃 Halloween, 🐰 Easter, 💘 Valentine's — and a 🎂 Birthday edition.
Build-Your-Own: kids customise colour, scent, texture & magic add-ins.
Do & Don't ✅
✅ Do
- Rounded corners & soft pink shadows
- Sparkles, wobble & bob animations
- Lots of whitespace on near-white pink
- Keep it joyful & safe
🚫 Don't
- Sharp corners or dark/edgy styling
- More than ~2 accent colours at once
- Tiny text or cramped layouts
- Stretch or recolour the logo