Tsuki Mochi ← Back to the portfolio
Brother and sister Howard and Vivien Wong approached us with their intriguing – and delicious – mochi brand, Little Moons. Mochi are irresistible Japanese bites made with rice dough and filled with things like chocolate or ice cream, and they’re so unusual, one really has to try them to understand. Our client felt Little Moons needed a stronger identity and wanted to make sure they were pitching to the right crowd. Big Fish simply couldn’t say no to such an exciting proposition.
Mochi as it turned out, were steeped in myth and tradition. We discovered an ancient Japanese legend of a rabbit that sacrifices itself to honour a god. In return, the god restores the rabbit to life and creates an impression of him on the moon, where you can still see him today, pounding dough to make mochi. Tsuki is Japanese for moon – we had our name.
We found our audience in the New Luxury Millennials – food explorers who are intelligent, influential opinion-formers and believe in ‘trying everything once’ – and realised our brand needed to defy convention, tap into ultra-cool modern Japanese style and have a little mystery to it. The design takes influence from underground guerrilla art, combined with a firm nod to Japan.