Chew-O!
Chew-O! was launching an innovative ice cream-filled mochi into a crowded frozen dessert aisle. The design needed to communicate indulgence, playfulness, and versatility while immediately standing out on shelf. Beyond that, the packaging had to be future-proof, creating a foundation for new flavors or formats without requiring a complete redesign.
Creative Challenge
Solution
A vibrant brand identity was crafted around the idea of "a bite into happiness", using playful typography and a bright color palette. The bursting rays emanating from the logo symbolize the excitement of that first bite, a dynamic explosion of textures and flavors. Chew-O! is more than just dessert– it’s a sensorial taste experience! The crispy, golden mochi bun gives way to creamy, indulgent ice cream, creating a sensorial contrast that’s both surprising and satisfying.
A friendly mascot, OMI, adds personality and guides consumers to explore multiple ways to enjoy Chew-O!, reinforcing the brand’s playful and experiential positioning. OMI who helps consumers discover creative ways to enjoy– whether straight from the freezer or melted in an air fryer. Chew-O! invites us to tap into our inner child and take a moment for play and creativity.
Brand Strategy
Brand Identity Design
Packaging Design
Pack Architecture
