Mamame is a family-owned, plant-based food company on a mission to make tempeh snacks as approachable as they are delicious. The brand needed a refreshed identity that reflected its values: mama’s recipes steeped in tradition and made accessible for the modern world.

The rebrand reimagines Mamame from the ground up, introducing a new logo, a loving mama mascot, and a set of illustrations that bring its packaging to life. The process began with understanding what makes Mamame special: the feeling of something homemade, authentic, and honest. Early exploration focused on translating that human touch into design, experimenting with organic shapes, fluid lines, and warm colors to tell the story of food made with care.

The logo was built to feel familiar and modern at once. Its rounded letterforms and generous spacing evoke softness and trust, while its simplicity allows it to adapt across every touchpoint. The mama mascot became the emotional heart of the brand, a playful yet tender presence that embodies care, comfort, and nourishment. Through multiple iterations, her proportions, gestures, and expression were refined to strike a balance between warmth and clarity, ensuring she could live easily across packaging and digital platforms.

The illustrations inject humor and life into each flavor while maintaining cohesion as a family. Their imperfect lines and hand-drawn textures mirror the brand’s natural roots, giving each pack a unique, crafted personality. The color palette draws inspiration from real ingredients, from toasted tempeh to spices and grains, creating a system that feels both lively and grounded.

Typography and layouts were designed for clarity and flexibility, allowing each element to breathe while keeping the brand instantly recognizable on shelf. Every detail was crafted to help Mamame grow while staying true to its homemade feel.