Logo Design, Brand Identity, Menu Design, Packaging Design, Social Media Assets
In Japanese, “mogu mogu” is an onomatopoeia for the sound of chewing—playful and evocative, perfectly capturing the satisfying bite of a thick, pillowy sando.
From the beginning, the vision for Mogu Mogu was clear—blend authentic Japanese flavours with a local twist, served in a welcoming, modern space. My role has been to bring this vision to life through thoughtful design and strategic creative assets that capture their playful but premium approach to food.
I wanted to create a logo that reflects the brand’s playful personality while maintaining a sense of modern simplicity. At the heart of the design is a character mascot, inspired by the cross-section of an egg sando—a signature staple of Japanese convenience food. With smiley eyes and a warm, inviting expression, the mascot embodies the brand’s commitment to fun, comfort, and quality.
The logo’s typography was crafted to enhance this personality. I chose a bold, handwritten-style font for the “Mogu Mogu” wordmark, giving it a friendly, casual feel reminiscent of the joy of grabbing a quick bite. In contrast, the tagline—“Japanese Sandos. Local Flavours.”—uses a clean, modern typeface, reinforcing the shop’s authenticity while emphasizing its local twist.
The overall design strikes a balance between whimsy and professionalism, making the brand approachable while still feeling fresh and contemporary. This flexible identity works across a variety of touchpoints, from in-store signage to digital platforms, helping to build anticipation for the shop’s upcoming launch.
Below you will find a collection of the assets produced such as the logo, brand colours, packaging and even signage.
