Brandtown Studio Creates Dumpling Mascot for Momo & Co Identity

Brandtown Studio, located in Santiago, Chile, created the complete brand identity for Momo & Co, a fast-casual restaurant chain inspired by Himalayan cuisine in the UK. At the heart of the identity is Moji, a round dumpling mascot equipped with limbs, sneakers, and a blue bandana, illustrated with clean outlines and flat colors. Moji is featured on everything from small packaging to a large mural in the London restaurant. The brand consistently utilizes a cobalt blue and vibrant orange color scheme across storefronts, uniforms, and interiors. The wordmark showcases a custom rounded-grotesque font, with the ampersand as a design element, while secondary text is in uppercase and condensed. The mural in London depicts a Moji universe, incorporating iconic sights like the London Eye and Big Ben, steering clear of typical geographic clichés. Brandtown's strategy diverges from conventional Himalayan branding, which often includes bamboo and mountain imagery, by embracing an urban, character-focused design where the mascot plays a fundamental role rather than a decorative one.