AG Design Agency has created the branding and packaging for mochi ice cream brand Wowchi – a sweet treat made out of ice cream balls wrapped in rice dough.
The agency, which is based in Greece, designed a wordmark with “bulky yet expressive” lettering inspired by the shape of mochi. The wordmark’s shadow is softened with a stippling effect, which is used to add shade and texture in other parts of the visual identity.
The packaging comes in four vibrant colourways – bright blue, purple, orange, and green – to help the brand stand out on the shelf. The colours provide a vibrant contrast to the mochi balls on the boxes, which appear to be crashing down to earth in an explosion.
The packaging also features playful line illustrations of smiley faces, lips, music notes, hearts, flowers, and stars, as well as the ingredients that make up each of the individual mochi flavours, from mangoes to hazelnuts.
The burst of colour and shape on the packaging is designed to mimic the feeling of eating mochi, when “all your senses tickle”, the agency says. Even Wowchi’s holding page, which has been set up while the product awaits launch in Greece, is packed with energy thanks to animated versions of the brand illustrations and grabby music.
Wowchi will likely stand out on the shelf, but its vibe blends in perfectly with the fun-loving, indulgent ice cream brands out there that speak to our inner child, from Oatly and Halo Top to the one and only Baskin Robbins.