MMOFSWE
Brand identity for a Swedish maker of custom goalie masks, built on a crown mark that doubles as a mask.
Brand Identity
Packaging
Merchandise
Sports
Made with
About the project
Goaltenders are particular about their gear, and a custom mask is the most personal piece of it. MMOFSWE needed an identity as precise as the masks it makes: Swedish, cold and quietly premium.
X
X
CROWN MARK — CONSTRUCTION
CLEAR SPACE = X (⅓ MARK HEIGHT)
MIN. SIZE 12 MM PRINT / 48 PX SCREEN
The crown mark on its construction grid, with clear space and minimum sizes for decals as small as a chin strap.
The mark
The mark reads three ways at once: the MM initials, the crown of Sweden, and the armored outline of a goalie mask.
Primary lockup in white and midnight, a stacked crown-gold version for premium pieces, and the crown alone for small or square spaces.
Color & type
Cold contrast with controlled luxury: mostly midnight and white, steel for detail, and crown gold used sparingly enough to mean something.
Midnight
HEX #050A14
RGB 5 10 20
Ice White
HEX #F7F9FA
RGB 247 249 250
Crown Gold
HEX #D6A829
RGB 214 168 41
Nordic Blue
HEX #0B3D91
RGB 11 61 145
Steel
HEX #8A929C
RGB 138 146 156
Frost
HEX #C5D1D9
RGB 197 209 217
Palette and usage ratio: roughly 80% midnight and white, 15% steel and frost, 5% gold or Nordic blue.
DISPLAY
Michroma
CROWN
SERIES
ABCDEFGHIJKLMNOPQRSTUVWXYZ
0123456789
TEXT
IBM Plex Sans
Built for the crease.
Aa Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk Ll Mm Nn Oo Pp Qq Rr Ss Tt Uu Vv Ww Xx Yy Zz
TECHNICAL
IBM Plex Mono
FINISH / MATTE
DECAL / FOIL
SPEC LABELS · SERIAL NUMBERS · SIZING
A wide, technical display face for product names, a clean sans for everything readable, and a mono for spec labels, the voice of an engineered product.
VOICE
Swedish precision.
Elite protection.
Built for the crease.
Custom masks, engineered for the last line of defense.
Confident, precise, unhurried. Never loud, never hype.
The crown repeat as a quiet texture for packaging and backgrounds, with one gold crown marking the hero piece; and the brand’s voice in three lines.
On the mask
The mark has to hold up at decal size, on a curved shell, under arena lights and from the last row of the stands.
CROWN SERIES 01 — CUSTOM MASK
Silver chrome crown decal · matte midnight shell · white steel cage
SWEDISH PRECISION
DIE-CUT VINYL · FOIL FINISH · SHEET 01
Left: a custom mask with a silver chrome crown decal on a matte midnight shell. Right: the decal sheet, with the crown, lockup and badge sized for shell, chin and backplate.
Backplate badge in brushed steel: the crown engraved alongside the series name and an individual mask number.
Packaging
A custom mask takes weeks to make. Opening the box should feel like the final step of the craft, not the first step of recycling.
MASK BOX · TISSUE · SEAL · CARE CARD
MODEL
SIZE
FINISH
DECAL
Nº
CROWN SERIES 01
SENIOR
MATTE MIDNIGHT
GOLD CROWN
001 / CUSTOM
MMOFSWE
Mask box in midnight with a gold-foil crown, sealed in tissue with a gold crown sticker and finished with a care card.
Box-end product label with model, size, finish and mask number; and the gold seal that closes the tissue.
Apparel & merch
Off the ice, the crown does the talking: small, embroidered and placed with restraint, the way a premium equipment brand dresses its own team.
TEAM HOODIE — MIDNIGHT
Embroidered crown, left chest
CROWN CAP — SILVER ON MIDNIGHT
HANG TAG & WOVEN LABEL
CROWN SERIES
GOALIE GEAR BAG
Team hoodie with an embroidered crown, a cap with a silver crown, and the hang tag and woven label that finish every piece.
Goalie gear bag with the full lockup, the piece players carry to every rink.
Client
MMOFSWE
Sector
Sports, Consumer Brands
Disciplines
Brand Identity
Packaging
Merchandise
Year
2026
Context
Freelance commission
Design
Benjamin Eppel
Note
Applications shown as presentation
mockups; product photography
generated for presentation
MMOFSWE makes custom goalie masks with a Swedish point of view. The identity gives a small, specialist maker the presence of a premium equipment brand: one crown mark, a cold and controlled palette, and a technical voice that carries from the mask itself to the box it arrives in.
The ask
The brief was a complete identity for a premium, performance-focused mask maker: one that would feel at home on a professional goaltender’s gear and on a product page, and that could never be mistaken for a generic hockey shop.
A mark with three meanings
The crown mark is built from two M’s. Read one way, it is the brand’s initials; read another, it is the Swedish crown; and its armored, angular shape echoes the outline of a goalie mask. Paired with a light, wide wordmark, it works as a full lockup on packaging and as a standalone symbol on a shell, a chin strap or a social avatar.
Cold contrast, controlled luxury
The palette is built on midnight and ice white, with steel and frost for detail and crown gold held back for premium moments, at roughly 80/15/5. A wide technical display face handles product names, a clean sans carries everything readable, and a mono sets spec labels and serial numbers, borrowing the language of engineered equipment.
From shell to box
The applications follow the product’s journey: decals sized for the shell, chin and backplate; a brushed-steel badge carrying an individual mask number; a midnight box with a gold-foil crown, crown-printed tissue, a gold seal and a care card; and team apparel that keeps the crown small and deliberate.
Built to stay precise
The result is an identity that lets a niche maker look as precise as the masks it builds, with rules simple enough to keep it that way as the brand grows.
Menu
MMOFSWE
Brand identity for a Swedish maker of custom goalie masks, built on a crown mark that doubles as a mask.
Brand Identity
Packaging
Merchandise
Sports
Made with
About the project
Goaltenders are particular about their gear, and a custom mask is the most personal piece of it. MMOFSWE needed an identity as precise as the masks it makes: Swedish, cold and quietly premium.
X
X
CROWN MARK — CONSTRUCTION
CLEAR SPACE = X (⅓ MARK HEIGHT)
MIN. SIZE 12 MM PRINT / 48 PX SCREEN
The crown mark on its construction grid, with clear space and minimum sizes for decals as small as a chin strap.
The mark
The mark reads three ways at once: the MM initials, the crown of Sweden, and the armored outline of a goalie mask.
Primary lockup in white and midnight, a stacked crown-gold version for premium pieces, and the crown alone for small or square spaces.
Color & type
Cold contrast with controlled luxury: mostly midnight and white, steel for detail, and crown gold used sparingly enough to mean something.
Midnight
HEX #050A14
RGB 5 10 20
Ice White
HEX #F7F9FA
RGB 247 249 250
Crown Gold
HEX #D6A829
RGB 214 168 41
Nordic Blue
HEX #0B3D91
RGB 11 61 145
Steel
HEX #8A929C
RGB 138 146 156
Frost
HEX #C5D1D9
RGB 197 209 217
Palette and usage ratio: roughly 80% midnight and white, 15% steel and frost, 5% gold or Nordic blue.
DISPLAY
Michroma
CROWN
SERIES
ABCDEFGHIJKLMNOPQRSTUVWXYZ
0123456789
TEXT
IBM Plex Sans
Built for the crease.
Aa Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk Ll Mm Nn Oo Pp Qq Rr Ss Tt Uu Vv Ww Xx Yy Zz
TECHNICAL
IBM Plex Mono
FINISH / MATTE
DECAL / FOIL
SPEC LABELS · SERIAL NUMBERS · SIZING
A wide, technical display face for product names, a clean sans for everything readable, and a mono for spec labels, the voice of an engineered product.
VOICE
Swedish precision.
Elite protection.
Built for the crease.
Custom masks, engineered for the last line of defense.
Confident, precise, unhurried. Never loud, never hype.
The crown repeat as a quiet texture for packaging and backgrounds, with one gold crown marking the hero piece; and the brand’s voice in three lines.
On the mask
The mark has to hold up at decal size, on a curved shell, under arena lights and from the last row of the stands.
CROWN SERIES 01 — CUSTOM MASK
Silver chrome crown decal · matte midnight shell · white steel cage
CROWN SERIES 01 — CUSTOM MASK
Silver chrome crown decal · matte midnight shell · white steel cage
SWEDISH PRECISION
DIE-CUT VINYL · FOIL FINISH · SHEET 01
Left: a custom mask with a silver chrome crown decal on a matte midnight shell. Right: the decal sheet, with the crown, lockup and badge sized for shell, chin and backplate.
Backplate badge in brushed steel: the crown engraved alongside the series name and an individual mask number.
Packaging
A custom mask takes weeks to make. Opening the box should feel like the final step of the craft, not the first step of recycling.
MASK BOX · TISSUE · SEAL · CARE CARD
MASK BOX · TISSUE · SEAL · CARE CARD
MODEL
SIZE
FINISH
DECAL
Nº
CROWN SERIES 01
SENIOR
MATTE MIDNIGHT
GOLD CROWN
001 / CUSTOM
MMOFSWE
Mask box in midnight with a gold-foil crown, sealed in tissue with a gold crown sticker and finished with a care card.
Box-end product label with model, size, finish and mask number; and the gold seal that closes the tissue.
Apparel & merch
Off the ice, the crown does the talking: small, embroidered and placed with restraint, the way a premium equipment brand dresses its own team.
TEAM HOODIE — MIDNIGHT
Embroidered crown, left chest
TEAM HOODIE — MIDNIGHT
Embroidered crown, left chest
CROWN CAP — SILVER ON MIDNIGHT
CROWN CAP — SILVER ON MIDNIGHT
HANG TAG & WOVEN LABEL
CROWN SERIES
GOALIE GEAR BAG
GOALIE GEAR BAG
Team hoodie with an embroidered crown, a cap with a silver crown, and the hang tag and woven label that finish every piece.
Goalie gear bag with the full lockup, the piece players carry to every rink.
Client
MMOFSWE
Sector
Sports, Consumer Brands
Disciplines
Brand Identity, Packaging, Merchandise
Year
2026
Context
Freelance commission
Design
Benjamin Eppel
Note
Applications shown as presentation mockups; product photography generated for presentation
MMOFSWE makes custom goalie masks with a Swedish point of view. The identity gives a small, specialist maker the presence of a premium equipment brand: one crown mark, a cold and controlled palette, and a technical voice that carries from the mask itself to the box it arrives in.
The ask
The brief was a complete identity for a premium, performance-focused mask maker: one that would feel at home on a professional goaltender’s gear and on a product page, and that could never be mistaken for a generic hockey shop.
A mark with three meanings
The crown mark is built from two M’s. Read one way, it is the brand’s initials; read another, it is the Swedish crown; and its armored, angular shape echoes the outline of a goalie mask. Paired with a light, wide wordmark, it works as a full lockup on packaging and as a standalone symbol on a shell, a chin strap or a social avatar.
Cold contrast, controlled luxury
The palette is built on midnight and ice white, with steel and frost for detail and crown gold held back for premium moments, at roughly 80/15/5. A wide technical display face handles product names, a clean sans carries everything readable, and a mono sets spec labels and serial numbers, borrowing the language of engineered equipment.
From shell to box
The applications follow the product’s journey: decals sized for the shell, chin and backplate; a brushed-steel badge carrying an individual mask number; a midnight box with a gold-foil crown, crown-printed tissue, a gold seal and a care card; and team apparel that keeps the crown small and deliberate.
Built to stay precise
The result is an identity that lets a niche maker look as precise as the masks it builds, with rules simple enough to keep it that way as the brand grows.
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