The mofumofu mascot experience
Brand mascot for a soccer club in Japan
Gamba Osaka is one of the biggest clubs in Japanese soccer. As part of our rebranding to make the club the most modern and engaging sports experience in the country, we created a brand mascot unlike any other in Japan. Its key point is its "mofumofu" flavor (meaning "fluffy" in Japanese) that ditches the traditional sporty look for something that is cute, warm, cuddly, and relatable, and which doesn’t necessarily suggest certain success. Instead, our mascot connects with the hearts and passions of people doing their best whatever the circumstances. The result is an experience that extends far beyond the classic role of soccer club mascots.