Moat

Moat is a biometric smart lock company rethinking how people see everyday security. Positioned between medieval storytelling and modern technology, the brand needed more than a product name. It needed a moat around its business that communicated trust, strength, and imagination.

Challenge

The original concept, a fingerprint-activated gym locker lock, was part of a larger plan to enter both consumer and business security markets. But without a clear brand, visual system, or story, the products risked getting lost among other tech devices.

Solution

Inspired by fantasy, security symbolism, and bold brand examples like Liquid Death, the name Moat became the core idea. It expressed protection and identity, not just a product.

The work expanded into a complete brand system:

• Simple, heraldic logo design

• Color palette with an electric blue highlight for retail visibility

• Packaging that emphasized texture and industrial quality

• Messaging that connected medieval imagery with modern clarity

Strategy & Positioning

The Moat brand was built for two audiences:

• Consumers: Emotional storytelling around “None Dare Cross the Moat” and protecting what matters most

• Businesses: Scalable, data-ready systems focused on efficiency and control

This flexible positioning allowed the brand to reach gyms, schools, and large facilities while staying consistent and recognizable.

Brand Narrative & Tone

The tone of voice is strong, clear, and intelligent. Every message supports the idea of quiet power. A moat does not shout, but nothing gets past it.

Tone attributes:

• Confident, not arrogant

• Clever, not cute

• Real, not abstract

Result

The final brand system was praised for its clarity and emotional impact, giving the company a lasting platform for growth.

Client: Confidential

Sector: Smart Security, Consumer Tech, B2B