Smoochy, the first-ever Egyptian mochi supermarket packaged brand, presents an exquisite blend of artistry and flavor. The product, soft and chewy mochi bites (kisses), introduces a delightful experience infused with love. The project’s brief revolved around creating a visually captivating packaging design to establish Smoochy in a market where such local mochi offerings were absent.
The fledged logo, inspired by the asterisk kiss emoticon, is a dynamic symbol evoking a smooch’s journey, its embossed texture on the pack elevates it to a tactile experience, inviting consumers to feel the love, while whimsical heavenly clouds and a floating mochi add an enchanting touch. Paired with a vibrant color palette, each color, a note in a melody, orchestrates a visual symphony, promising an indulgent experience.
Each pack is a canvas of dreams, with real mochi flavors dancing on clouds that change shape and form, creating an ever-shifting spectacle across the product line. This interplay of the ethereal and the tangible is not merely a design choice; it’s an immersive journey into the magical realm of mochi.
The primary challenge lay in standing out in a competitive confectionery landscape and simplifying consumer choices amid an extensive flavor range. To overcome this, the design team employed sketched clouds and real imagery of organic mochi flavors, creating a dynamic visual solution. The innovative approach not only filled a market void but positioned Smoochy as a pioneering brand, offering a whimsical journey through heavenly taste.
The result was an overwhelming market response, with Smoochy going viral and consistently selling out due to its compelling packaging and unmatched mochi experience. This project serves as a testament to breaking new ground, introducing a beloved Japanese delicacy to Egyptian consumers through a creative and visually enchanting packaging design.