Identity and packaging system design for KiuKiu, a new line of mochi sweet treats entering a competitive snack market.

The brand needed to stand out at the point of sale: Not just be noticed, but be remembered. We built a visual identity driven by quality and flavor: vibrant, poppy, and specific enough to feel designed rather than produced. The illustration system by Akiko Tsuji gives the brand a handmade warmth that keeps the playfulness from tipping into cheap. POWERFUL COLORS ARE used INTENTIONALLY, each SKU reading differently on shelf while cohering as a system.

The result captures what mochi actually feels like to eat: indulgent, a little joyful, impossible to have just one. Pop art pancakes.