Mochi was founded in 2013 as an artisanal label that celebrated cultural, traditional methods of embroidery. Mochi embraced color and adored the people who wore Mochi. While they started as something defined by the boutique team behind it, Mochi grew into a brand that showed at New York Fashion Week and appeared on people with global reach. In March 2021 Mochi opened her first boutique store in The Netherlands at the Utrechtsestraat. For this fresh opening a full re-branding has been done and a custom ‘contemporary everyday avantgarde’ typeface is made for the logo.

Client: MOCHI
Art-Direction: Merel Korteweg
Materials: Brand Identity, Custom type
Year: 2021