Mini Loko

Introduce a designer toy store, which focuses on food-centric miniature collectibles popularized in East Asia, to the Canadian market.

I wanted the brand to represent the element of surprise you’d get from opening a blind box or gashapon (capsule ball)…

And so — A star is born!

Introducing the Mini Loko mascot, who moves with an expression of wonder. It loosely takes on the form of a gashapon, with the potential to shape-shift into other objects.

The typography and colours celebrate the brand’s charming personality, while remaining modern and elegant in its design approach.

This clean yet cute aesthetic is applied to everything, from printed materials to website layouts.

The logo can change to suit the occasion, making it a fun little Easter egg for loyal fans and customers.

A crucial part of the brand’s photography is emphasizing the minuscule size of the collectibles. By contrasting them with real objects like utensils and kitchenware, the details of the miniature foods become quite apparent.

The surrounding set design highlights organic textures to represent craftsmanship and subtle silver and gold elements to represent the premium quality of the products.

The brand officially launched at pop-up events in and around Toronto. Its visual style is applied across the board, from display signs to the vendor cart.

The website offers the same aesthetic: clean and minimalist with the focus on the inherently cute collectibles, available for purchase in Canada.