MUSHA MUSHA

A Japanese-style RTC Brand Comes Alive with Brand System Design

BRAND STRATEGY +

BRAND IDENTITY +

BRAND ECOSYSTEM +

PACKAGING

Musha Musha is a Japanese-style ‘ready to cook’ brand by Gadre Marine, one of India’s largest seafood exporters since 1978. Therefore crafted a unique brand system that establishes Musha Musha as the go-to for an authentic gourmet experience and distinguishes it from Gadre’s mainstream range of products. To carve out a niche for this exciting line up of gyoza-style veg and non-veg momos, Therefore meticulously crafted Musha Musha, without diluting Gadre's established reputation for seafood excellence. Targeting savvy, urban aficionados (20-40 years) with a taste for the refined and authentic, we crafted Musha Musha's brand strategy and ecosystem to hit the right mark and showcase that Asian cuisine is so much more than just Chinesefood!

DESIGNED FOR IMPACT

“To create a brand that resonates with audiences, Musha Musha combines unforgettable design with authentic Japanese culinary experiences. Our partnership with Therefore, veterans of the food branding and packaging industry, brings the perfect blend of expertise, to propel Musha Musha forward.”

Arjun Gadre MD | Gadre Marine Export Pvt. Ltd.

It’s all in the name

Musha Musha is catchy,it’s alliterative and ensures a great brand recall. Personifying a delectable range of meat and vegetarian fare, the name is cheery, and yet, effortlessly depicts oodles of poise. We recommended describing it as ‘Japanese Gyoza-style’ momos that would resonate with the target audience. Musha Musha is a versatile name that also prioritises the possibility of future product diversification. So, what’s there not to like in the name, Musha Musha!

ASKING THE RIGHT QUESTIONS. AT THE RIGHT TIME.

Building the brand, from strategy to structure

Good food is akin to art. Even when it comes out of a packet, it must deliver a multi-sensory experience. This is what differentiates Musha Musha in the marketplace, making it imperative that our packaging design showcased it too.

We positioned Musha Musha as ‘Feasts from Far East’, and crafted an aspirational image that would tempt shoppers to savour the best of Japan on their plates. Breaking away from the stereotype that Asian food = Chinese, our packaging made way for a quintessential Japanese aesthetic - contemporary, clean, and classic that would appeal to modern sensibilities.

Musha Musha’s eye-catching packaging, complemented by health claims and a brand story, weaves together a truly immersive brand experience. Our choice of a subtle pastel palette, clean fonts and a vibrant red for the identity, ensured a great shelf throw and elicited a gourmet feel.

RECOGNITION

CII Award 2023 - Packaging Design

CLIENT

GADRE MARINE EXPORT PVT. LTD.

INDUSRTY

FOOD AND BEVERAGES

SERVICES

BRAND STRATEGY + BRAND IDENTITY + BRAND ECOSYSTEM + PACKAGING

CREDITS

Design Team

Gauri Barve Kale
Rahul Shinde
Nikita Sawant
Apurva Chavan
Shreya Joshi

Account Management

Dhun Patel
Ketan Joshi

Artwork Team

Akshay Shivmare

Research, Narrative & Strategy

Photography/ Video

Mihir Hardikar

Food Styling

Nitin Tandon Food Styling & Consulting

Strategy Partners

Print Partners

Packaging Partners

Digital Team

Copy

Vikram Sane

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