Your match-making best friend

Breeze is a values-driven dating platform, highly-focused on privacy and completely ad-free. Unlike other dating platforms, Breeze is determined to get you off their app and out on a date. When there’s a match, members schedule a date right away. Breeze picks the location and pays for the first drink.

Momkai created a brand personality and strategy that embodies that match-making mindset. We positioned Breeze as your personal wingwoman. Trust, safety, and support are of the essence, balanced with moments of joy.

Building a boost of confidence

Using our member-focused design strategy, we invited different Breeze users to share their thoughts. Within our interviews, we learned that Breeze’s unique focus — getting you out on a date — is what makes people most nervous, but also most excited. Members needed a boost of confidence to take the plunge and go on a semi-blind date.

We crafted a strategy for Breeze that perfectly balances trust and excitement. We take off the pressure and focus on building a community that is looking for a fun way to meet someone new. An open invitation to rediscover the fun and excitement of real dates.

Moral Ambition Circles

The Circles are the starting points for personal growth, as they grow with you and lead the path. The wooden objects are constantly moving, turning ambition into tangible artifacts. The signature logo adds towards the commitment, as a pledge to the future.

The School brings together the people aiming to turn their awareness into action. Central to the visual language is the visual metaphor of joining a group and opening up: a circle of chairs. The Dutch-designed Result chair, by Friso Kramer, was found in every classroom in the Netherlands in the 1960s and '70s. Many Dutch people grew up with this iconic chair, making it the perfect symbol for The School for Moral Ambition.

Visualizing moments of joy

Breeze is serious about dating, but a date itself is a moment of joy. Where our verbal identity instills trust and safety, our visual identity sparks a feeling of excitement.

We uplifted the entire brand, from app icon to typography to play into the anticipation of a date. The bold Manuka font makes a statement and its quirky details add lightness to the dating scene. Combined with spontaneous snapshot photography, we capture people in their happiest, most genuine, energetic, and exciting moments.

Growing to 6,000 dates a month

An out-of-home and online campaign launched the new Breeze identity and grew their user base to an average of 6,000 dates per month. By shifting focus from product features to emotional benefits, we’ve provided the Breeze creative team with all the tools they need to become one of the leading dating apps in Europe.

Even more exciting: we’ve heard that the first Breeze-connected wedding and first Breeze babies are already on their way. On to many more!