Strategic Logo Evolution
Saifee Creations has provided valuable guidance on enhancing the visual identity through strategic colour modifications that better align with Ai No Mochi’s evolving brand positioning.
At the outset, Ai No Mochi used simple plastic packaging featuring a brown and pink logo. This was followed by a pink box with the same logo at the center. In a way that appeared disconnected from the overall packaging design. When Ai No Mochi introduced their twin-pack mochi products targeted at cafés, sushi establishments like Sushi Dog, and similar venues, Saifee Creations identified that the existing logo design appeared flat and lacked visual interest.
In response to this, Saifee Creations implemented a design evolution by transitioning the logo to feature two complementary shades of pink. This modification aligned with the brand’s broader evolution towards softer pink tones, as the original brown elements had become outdated and lacklustre.
The twin-pack label redesign provided an opportunity to introduce the two-tone pink logo variant, which received a positive reception. Consequently, as Ai No Mochi developed more colourful twin-pack offerings, Saifee Creations initiated a strategic transition to a white logo, which has proven highly versatile across various marketing materials including flavour cards, roller banners, illustrations, packaging, the delivery vehicle, and the company website.
The founder’s desire to have increasingly vibrant, fresh-looking brand elements that enhance shelf visibility has been achieved by Saifee Creations.
Educational Illustrations
Ai No Mochi used four-step mochi production illustrations made by Burhanuddin (Creative Director, Saifee Creations); this educated the customers about traditional handcrafting methods that were effectively deployed across marketing materials like postcards and the former website.
Website Redesign for Visual Impact and Usability
The old version of Ai No Mochi’s website, though functional, had become outdated relative to the brand’s evolving identity. The founders, Hayyan and Kelly, initiated a website redesign project with two primary objectives: to align the digital presence with the updated branding elements and to enhance the target audience’s user experience for improved customer navigation.
Provided Saifee Creations was already managing all the design work for Ai No Mochi, extending their partnership to include web design and development services represented a logical progression based on established trust and creative alignment. In December 2024, Ai No Mochi launched their redesigned website, addressing the inconsistencies developing across their visual identity, including two pink shade variations, an outdated logo implementation, and different packaging designs across their twin-pack mochi product line.
The website redesign established a wide-ranging brand consolidation strategy implemented throughout 2024, during which Ai No Mochi’s print and digital collaterals were systematically updated to establish visual consistency across all customer touchpoints.
At the time of the website design process, Saifee Creations initially explored a dual pink colour scheme approach as pink was always going to stay the “heart” of the brand. However, the leadership at Saifee Creations and Ai No Mochi found that the limited palette appeared flat and failed to create the desired visual impact. Drawing inspiration from the vibrant twin-pack mochi packaging, Saifee Creations developed an extensive colour palette with carefully calibrated vibrant colours that enhanced visual engagement while maintaining brand recognition.
Saifee Creations applied Ai No Mochi’s refreshed colour palette. The fonts Rubik One and Poppins are consistently used across all packaging, marketing material, and digital platforms, giving the website, packaging, and marketing material character and uniformity.
Strategic Design Partnership
Saifee Creations has significantly elevated Ai No Mochi’s brand presence through strategic design collaborations, including creating professional artwork featured in prestigious magazines/ publications such as Metro Newspaper, BBC Good Food, and British Vogue.
This creative partnership extends to specialised product photography and sophisticated image editing services. Saifee Creations’ innovative photoshopped twin-pack mochi packaging—a realistic, CGI-quality image—was developed as a creative solution as the actual product image looked visually unattractive.
Saifee Creations: Your Creative Partner
As Ai No Mochi’s dedicated creative partner, Saifee Creations delivers extensive design solutions across social media, marketing assets, pitch desks, and packaging materials. Their relationship evolved from friendship to a professional partnership. Saifee Creations provides tailored creative solutions that align with Ai No Mochi’s strategic objectives while navigating the challenge of educating consumers about mochi products in a market with limited or no competition.
This evolution requires continuous research and innovation to maintain creative excellence. Strategic priorities now focus on enhancing email marketing effectiveness and implementing abandoned cart recovery systems to support Ai No Mochi’s continued market growth.
Contact hello@saifeecreations.com or call 07965 480 324 to level up your marketing game.
