Through all the branding process egghead tries to enhance Fuwa-fuwa’s quality – one of the approach is to create a name that represent the fluffiness of the cheesecake — Fuwa-Fuwa (ふわふわ) — if translated from Japanese language, the word describes the sound made by something light and fluffy.
To support the name Fuwa-fuwa, Egghead created a character to represent Fuwa-fuwa fluffyness — Fuwa-chu — a teared part from the cheesecake. Egghead added expressions and implement the character to Fuwa-fuwa’s collaterals such as namecards, packaging, interior design, and even their products
By applying the graphic elements Fuwa-fuwa now has a fun and approachable look for its consumers. Fuwa-chu has now travel around Indonesia introducing their products to new people and leaving them with an unforgettable cheesecake experience.