Mascot-First Identity, Moji Leads the Way
As a branding curator, I champion projects that simplify complex narratives into a single memorable idea. Brandtown Studio’s Momo & Co identity does exactly that, placing Moji the dumpling at the visual center. The mascot scales elegantly, from palm-size packaging to full-wall murals, without losing character or clarity. Cobalt blue and saturated orange drive the system, applied boldly across storefronts, uniforms, and interiors. This is not decorative mascot work, it is structural design that earns strategic utility and emotional warmth. Read on to see how restraint, playfulness, and rigorous execution transform a Himalayan concept for UK streets. It feels inevitable.
The wordmark and typography pair with the mascot to deliver instant recognition. Brandtown elevates the ampersand into a playful, precise graphic device. A mural maps Moji across London landmarks, linking Himalayas and UK without cliché. Colour is unapologetic, cobalt and orange unify storefronts, uniforms, packaging, and interiors. This is modern, urban, character driven, and strategically disciplined at system level. Designers and brand leads should study the project for its rigor, execution, and playful restraint. Explore the full case to see process details, scale experiments, and applied mockups across environments and packaging. It is an instructive, joyfully executed project, truly relevant.
Source: abduzeedo.com
