Mumu: Branding, Packaging, Photography, UI/UX
We wanted the brand design language to convey the electrifying energy of Asian metropolises. Our team wanted to create an imagined future with modern Asian influence. To this end, we drew inspiration from the cinematic worlds constructed by Wong-Kar Wai’s 2046 and Denis Villeneuve’s Blade Runner 2049.
For the color palette, I drew inspiration from my personal memories exploring Taipei, Tokyo, and Shanghai. The bright neon lights and plastic signs covering building surfaces are not only iconographic, but also atmospheric.
As the face of a modern Taiwanese American food brand, the Mumu logo needed to reflect the hybridity of cultures in a concise and futuristic manner. As a result, I essentialized and abstracted the strokes in Chinese characters.