Case Study

30 Square

Service

Naming, Corporate Identity, Brochure and Menu, Packaging

Role/Positioning

To Transform an all momo brand into quick Chinese QSR keeping the essence of momos in it.

Target Market

Teenagers, Millennials, Colleges, Quick Snackers, Chinese food lovers, Corporates / 15-50 yrs

Brand &
Brief

Brand & Brief

Hunger is an Emoticon

Previously known as momo jojo, The brand wanted to foray into a lot more Chinese dishes like Woks, Sizzlers, Noodles, etc., The Brand wanted to position itself as a quick snacking food chain. They wanted a brand name that could be contemporary and also not be too cliche. Also the branding had to be ubercool. We played around what

Process

A Logo with a Hidden Message

What if we said the name of the brand has the words momo in them, but not exactly. You will have to tilt your head a bit. a little more, There you go. Now time to add a contemporary feel to the logo, let’s add a chatbox, or a comment box.. wait.. how about an emoticon. If the food is fiery, the emoticon goes angry and red.

Approach

Embracing the Emotion in Food

A logo that embraces the ideal brand colours, and brings out the brand identity through their packaging and menu. A logo that can express the various emotions that food brings out in people, and includes their original essence of momos, but with the addition of their new ventures.

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