MASHI NO MASHI

Clients Hisato Hamada and Leading Nation approached Thirty30 to craft an eye-catching, stand out from the crowd identity for this the world’s first 100% premium wagyu ramen. Born in Hong Kong, made in Japan, we created a family of Japanese macaque characters in manga inspired style to embody the brand and its commitment to quality. Masters in the arts of noodle making and wagyu beef cultivating, the original pair of manga monkeys lead the customer through a journey of discovery and appear at each brand touchpoint, from welcome signage to instructional menus designed as manga comics, through to vending machine ordering units and merchandise items.

As the popularity of Mashi No Mashi grew, outlets opened from Australia to Singapore and the Middle East. At each location our in-house illustrators created new comic book worlds to showcase our master characters embracing their new host cities. With a stand-out brand to match the stand-out ingredients, Mashi No Mashi has become a must-go destination for ramen lovers and has played host to notable guests, such as David Beckham during his regular trips to Hong Kong.