I briefly shared the story of our mascot “Mogu” on the Our Story page but I'd like to go a little deeper into who this character is and how it came to life.
When I started developing the identity for WHERE THE WILD THINGS EAT, I wanted it to be more than just a seasoning brand so I was looking for a character that could reflect the brand’s spirit.
I’ve always been a bit obsessed with Studio Ghibli especially Princess Mononoke. The mystical, deer-like guardians (Shishigami) that protect the forest inspired me deeply.
I also wanted to root the character in the wild beauty of Colorado which Bigfoot came to mind. Blending these together, Mogu, a cute, furry creature was born.
After countless sketches and revisions, something finally clicked. I believe Mogu gives the brand a face and personality that could connects people on a deeper level.
Here is one of the initial sketches of Mogu.
