FINDING THE HAPPY PLACE FOR A NEW BRAND

Services

Brand Strategy

Visual Identity Design

Package Design

Photography

Copywriting

Brand World

The Challenge

Mochi Love, a fresh and exciting new mochi treat made in France, needed a brand identity and packaging that captured its playful yet up-leveled vibe. With bold, unique flavors like Passionfruit Mango and Chocolate Ganache, this one-of-a-kind indulgence features a rich French crème filling wrapped in soft mochi dough—delivering a sweet treat unlike the typical ice cream mochi experience. The founders envisioned a brand that embodied the thrill of discovering a new, delicious dessert — combining fun, vibrant and lively energy with a bit of sophistication and nod to premium quality. Teaming up with Frooishen, a brand strategy, identity, and package design was crafted to bring the essence of Mochi Love to life in a way that’s totally ownable and irresistibly fun.

The Strategy

We dove headfirst into the world of mochi and indulgent desserts, analyzing market trends, consumer needs, and all the tasty opportunities in between. Our target audience? The bold and adventurous "Zillennials"—that sweet spot between Millennials and Gen Z, with an appetite for new, exciting food experiences and a taste for culinary mash-ups. These trendsetters crave unique flavors and are ready to spend on the next big thing.

We envisioned Mochi Love as a brand that brings pure joy through unexpected, mouthwatering experiences, sparking curiosity and connection through food. For mochi lovers, we rolled out exciting new flavors; for the uninitiated, we created a bridge between familiar ingredients and innovative twists.

Bringing the Brand to Life

To set Mochi Love apart from the usual frozen mochi ice cream, we took insights from focus groups and dubbed our product "Crème Clouds"—emphasizing its refrigerated,”not ice cream!” nature. We revamped the logo for clearer read and recall, then layered in vibrant, playful graphics that captured the product’s squishy, soft goodness while highlighting its premium quality. The packaging? A perfect blend of fun and sophistication, made to catch the eye of our Zillennial crowd. Leveraging the playful vibe of the packaging, we created a brand world that extends the vibrant color palette and bold graphics into all trade and consumer touchpoints.

The Outcome

Since launching, Mochi Love has gained significant traction, appearing in retail locations across the Bay Area. In 2024, the brand won the Nosh Pitch Slam. Mochi Love is finding a happy place in the growing sweets and snack market with a bright future ahead!

The Outcome

LET'S COLLABORATE

Bring Your Brand to Fruition with Frooishen.

LET'S

COLLABORATE

Bring Your Brand to Fruition with Frooishen.

The Strategy

Starting with a comprehensive brand audit to deeply understand the Don Chilio brand, we evaluated key factors such as demographics, market trends, consumer tensions, competitive landscape, pricing, and brand perception. This foundational work provided a clear understanding of where Don Chilio existed within the marketplace and ultimately how we could evolve the brand to stand out among a competitive and culturally diverse chili market set.

Our next step is where we really brought the heat, developing an ownable Brand Positioning Platform that truly captured the heart of Don Chilio. We identified a major opportunity in positioning the brand as the “chili experts,” a space largely untapped by other Mexican food brands. While many competitors offered a broad range of products, none were focused solely on chilis—a passion that is in the Don Chilio DNA.