CREATIVE CHALLENGE
Chew-O! needed a brand identity and packaging design that would introduce their innovative ice cream-filled mochi bun to the market in a way that felt fun, approachable, and exciting. The challenge was to differentiate the product in the frozen dessert aisle while inviting consumers to explore the multiple ways to enjoy it—frozen, warmed, or at room temperature.
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. This packaging is sure to stand out behind frosty freezer doors– inviting consumers to grab a box (or two!) and enjoy a moment of fun.
We also introduced a friendly brand mascot, 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.
