Brandtown Studio Builds a Mascot-Led Restaurant Brand Identity

Brandtown Studio built the Momo & Co restaurant brand identity around Moji — a round dumpling mascot who earns every inch of his place across the system.

Brandtown Studio, based in Santiago, Chile, developed the full restaurant brand identity for Momo & Co, a Himalayan fast-casual restaurant on UK high streets. The visual anchor is Moji — a round dumpling with limbs, sneakers, and a blue bandana, drawn in clean outline with flat fills. He appears at palm-size on packaging and at full-wall mural scale inside the London location, rendered consistently across both. The palette is cobalt blue and saturated orange, applied without dilution across the storefront fascia, staff uniforms, and interior walls. The wordmark uses a custom rounded-grotesque for Momo & Co with the ampersand treated as a design element; secondary type is condensed and uppercase, stacked large.

A restaurant brand identity built on mascot design: when Moji earns his place

Most Himalayan restaurant branding performs its origin — bamboo, mountain silhouettes, hand-drawn ornament signaling authenticity. Brandtown took the opposite position for this restaurant brand identity: urban, character-driven, with Moji as the primary carrier. The mural inside the London store maps a Moji universe through London landmarks — the London Eye, Big Ben, a double-decker bus — in the same two-color outline style, anchoring the Himalayas-to-UK story without geographic cliché. The system holds because the mascot design was resolved at a structural level, not treated as an illustrative addition to an otherwise conventional restaurant brand identity.

See the full project by Brandtown Studio on Behance.