MUSHA MUSHA
A Japanese-style RTC Brand Comes Alive with Brand System Design
BRAND STRATEGY +
BRAND IDENTITY +
BRAND ECOSYSTEM +
PACKAGING
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
NA
Print Partners
NA
Packaging Partners
NA
NA
Digital Team
NA
Copy
Vikram Sane
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