Premium food naming

While messaging and style preferences are critical to creating a name for any product or company, when it comes to F&B there’s nothing more helpful than actually experiencing the new comestibles. And, when Catchword first sampled Gordon Dessert’s new line of mochi—premium ice cream and other tasty ingredients wrapped in a thin layer of chewy mochi rice cake—we knew we were naming a truly category redefining confection. These whimsical, hand-held indulgences make for a delicious dessert or any-time snack.

A play on mochi and okey-dokey, Mochidoki—the name Catchword created—is playful and surprising, with assonance (repetition of a vowel sound) and structure that aid in memorability. The name gently tips its hat to its Asian roots, while sounding agreeably delicious.

Since launching in 2015, the Mochidoki product line continues to build on favorites like Red Bean, Black Sesame, and Salted Caramel with innovative new flavors, like the floral and creamy Jasmine Boba and refreshingly tart Acai Caco. Mochidoki desserts have garnered a loyal nationwide following and are served in top restaurants and hospitality groups including Nobu, Tao, and Wynn Resorts.

Following the success of its product line, the company rebranded itself as Mochidoki and opened its first retail location, on New York’s Upper East Side, in 2020.

Award Winner
London International Awards (LIA), Silver, Verbal Identity