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Redesign introduces U.K. consumers to exotic frozen treat

A new brand identity and packaging for Little Moons premium gelato mochi ice cream educates consumers on the unique treat, bringing to life the delicious range of ingredients and flavors.

Bold, bright shots of color evoke the intense hits of flavor brought to life in each variant.
Bold, bright shots of color evoke the intense hits of flavor brought to life in each variant.

As the U.K.’s foodie culture grows, consumers are increasingly looking to exotic flavors for newness, excitement, and intrigue. Coming from a family baking business specializing in mochi-making—a traditional Japanese rice dough ball—entrepreneurial sister and brother Vivien and Howard Wong are challenging the U.K. frozen treat market with their new brand, Little Moons, handmade, bite-sized balls of premium gelato ice cream wrapped in mochi.

Having gained shelf space in Whole Foods and Selfridges and being served at high-end eateries such as Nobu and Sushi Samba, Little Moons set a vision to expand into the wider European market. To do so, a new identity and packaging design were needed to unify the brand’s two varieties: frozen and chilled Tsuki Mochi. The goal of Pearlfisher London, which handled the redesign, was to replace the brand’s charming and simplistic design with a more striking and sophisticated expression inspired by the unique story and consumer experience.

Says Pearlfisher Chief Strategy Officer at Yael Alaton, “Mochi is challenging the sweet taste landscape in the U.K. in much the same way as sushi did when it first arrived on British shores. We needed to clearly educate consumers on what mochi is—using design to bring to life the delicious range of ingredients and flavors.

“Little Moons creates an experience that surprises and delights through its striking contrasts and combinations. Our strategic vision focused on partnership—from the energy and imagination of its creators, to the marrying of tradition and innovation—which resulted in a design vision that looked to capture ‘unexpected harmony.’”

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