The Brief
Mochichis is not your typical donut shop. Based in Encinitas, CA, they set out to bring inventive mochi donut treats and a whole lot of attitude to the California coast. The brief was to build a brand from scratch that matched the energy: fun, bold, a little underground, and unlike anything else in the space. Think sweet treats with a skate culture edge.
The Work
The brand needed to feel like it belonged on a half-pipe as much as a pastry case. The custom lettered Mochichis logotype was inspired by the motion and edge of skate brands, built to be bold, recognizable, and borderline edgy. Dynamic enough to be versatile with different descriptors and unique enough to stand completely on its own.
Then came Chuck. The brand mascot is the perfect embodiment of the Donut Underground: all personality, a little mischief, and exactly the kind of character you want representing a shop that tells you to pick your flavor, build your box, and keep it between us.
We designed and developed a custom Squarespace site to match, giving Mochichis a digital home with the same attitude as the physical one. Every touchpoint from the packaging to the website carries the same voice and visual energy.
Still Sweet
Mochichis comes back to us when they need something new. Event tent canopies, branded tablecloths, custom packaging runs, and merch drops that keep the brand feeling fresh and the Donut Underground growing.
"Every single person on the team has a voice, which is a HUGE benefit as a customer. They always ask the right questions and draw out actionable feedback — and they have literally blown me away with every deliverable."
