Branding for Uwu asian dessert co
The journey of creating Uwu began with a deep dive into the rich tapestry of Asian dessert traditions. Through extensive research, we identified key elements from Japanese, Korean, and other pan-Asian dessert cultures, bringing them together into a cohesive, modern experience. The result is a menu that features bubble teas, bubble waffles, and bingsu shaved ice, all crafted to delight and surprise guests at Ponce City Market.
Year
Client
Client Type
Location(s)
Services
2025
BGP Group, Inc.
QSR - Quick Serve Restaurant, Food Hall, Specialty
Atlanta, GA
Brand Strategy, Naming, Concept Development, Identity Design, Verbal Identity, Interior Design, Menu Suite Design, Packaging Design, Illustration, Photography
brand Strategy & Naming
The brand strategy for Uwu was deeply inspired by three key personality traits. First, the “Japanese Pop” influence ensured that the desserts stayed authentic and rooted in traditional flavors and techniques with a modern, trendy, and vibrant twist, making the brand stand out and feel fresh and exciting. The “cute and clean” aspect ensured that everything, from the visual identity to the presentation of the desserts, felt approachable, whimsical, and absolutely delightful. This combination creates a unique and memorable brand experience that truly connects with the target audience.
These traits inspired the source of the name. “Uwu” draws inspiration from internet culture, specifically the anime and manga communities, where “uwu” is an emotive expression that conveys warmth, cuteness, and a sense of playful delight. This choice was intentional, aiming to resonate with a younger, Gen Z audience who are familiar with and fond of these cultural references. By embracing this playful and endearing concept, Uwu sets itself apart as a brand that not only serves delicious desserts but also connects emotionally with its audience.
Japanese Pop
Cute
Clean
Restaurant identity Design
The Uwu brand identity is a vibrant blend of Japanese inspiration and playful charm. We brought together traditional Japanese typography with bold, chunky letterforms to create a sense of youthful playfulness. At the heart of the brand is the core mark: a lucky cat with that signature “uwu” expression, a little snowflake on its forehead, and surrounded by blossoms, cherries, and charms that evoke the sweet, decadent experience of the brand.
The color palette features deep purples and rich magentas that pop against a clean background, nodding to cherry blossoms while grounding the brand in a rich, Asian cultural aesthetic.
We also explored multiple variations of the logo, from street sign-inspired stacked versions to elegant seals, always blending Japanese and English typography for a truly unique identity.
Restaurant MENU Design
The Uwu menus are a delightful blend of nostalgia and vibrant pop culture. Inspired by classic Japanese monster movies, we’ve created a series of charming, monster-inspired characters that bring a playful energy to the menu design.
The layout itself draws on the bold aesthetics of Japanese pop art posters, resulting in a bright, engaging, and sweetly captivating visual experience. We’ve ensured that the typography is not only lovely to look at but also easy to navigate, making the menu as functional as it is fun.
Flip the menu over, and you’ll find a lively pattern made up of the entire suite of Uwu’s brand logos, echoing the bustling streets of Kyoto, full of colorful signs and neon lights. This approach ensures that every detail of the menu design is infused with personality and charm.
Restaurant packaging Design
The packaging suite for Uwu was crafted to be as expressive and craveable as the desserts themselves. We started with the challenge of delivering bubble waffles in a way that preserved their structural integrity and visual appeal. A tall, sturdy paper cup proved the ideal vessel—easy to carry, easy to photograph. Around its base, we wrapped a custom-designed identity pattern, creating an anchoring motif that would carry through the full packaging system. Paired with vibrant logo elements and a clean layout, the cup became both functional and iconic.
Next, we turned our attention to bubble teas. These bright, layered beverages deserved packaging that could highlight their visual beauty. We selected a crystal-clear cup and overlaid it with a simplified set of brand elements—graphic pops and playful type—letting the teas shine through while giving the brand a recognizable presence in customers’ hands.
For bingsu, we selected a wide-format paper bowl that could properly showcase the shaved ice and toppings. The brand pattern again hugs the base, while a repeating logo ring around the lip adds energy and motion. The treatment makes every bowl feel like a branded stage for the dessert inside.
The coffee cups push the expression even further. Wrapped entirely in a dense Kyoto-style collage of brand icons, charms, and logotypes, the cups feel bold, bright, and full of character. They instantly communicate Uwu’s personality—poppy, playful, and proud. We extended that language into accessories like cup sleeves and drink carriers, which added space for storytelling and reinforced the identity at every touchpoint.
Finally, for takeout bags, we used the same approach: the signature pattern appears on the gusseted sides, while the brand’s iconic round logo takes center stage. A scrolling ribbon of text mirrors the typographic window treatment at the shop itself, turning every take-home order into a walking billboard.
Restaurant uniform Design
For the brand’s uniforms, we selected a combination of a t-shirt and an apron. The apron helps prevent splashes from staining the t-shirts, maintaining a clean look while being easy to wash. It’s adorned with our Kyoto-sign-style stacked logo in bright colors that really pop against the beige background. The t-shirts are a deep aubergine, featuring the brand’s archway logo in a large orientation on the back, so when someone turns around, you see that beautiful design. From the front, the apron displays just a small, standalone cat logo on the chest, creating a perfect balance of function and beauty.
Restaurant interior Design
The interiors of Uwu were brought to life through the vision of founders Khan and Dinh, in collaboration with the talented team at Office of Design. Nestled in Ponce City Market’s Market East Annex, the kiosk features refined wood finishes and elegant Japanese-style architectural details.
Custom signage accentuates the Uwu brand, while deep purple noren curtains, custom-cut and sewn, showcase the brand’s signature charms, adding an authentic Japanese touch.
Overhead, a stunning ceiling mural brings the purple lucky cat logo to life, surrounded by an explosion of boba pearls, cherries, and other sweet delights. The exterior windows feature the brand’s signature pattern along the bottom, ensuring a cohesive look while allowing guests to peek in and witness the magic in action.
As a final layer of expression within the space, we created a series of original poster artworks inspired by classic Japanese monster movies. Each piece reimagines a legendary kaiju as a dessert-themed mascot to promote Uwu’s menu items. Monolith became “Bobolith.” King Kong transformed into “Bing Kong.” And Mothra got a makeover as “Waffra.” Rendered in a bold Japanese pop art style, the posters make playful use of brand colors and typography, adding energy, humor, and unforgettable character to the Uwu experience.
Project Recap
Uwu officially opened its doors in mid-June 2025 as part of BGP Group’s latest suite of Asian-inspired concepts designed to complement their flagship, Vietvana. Located in the new Market East wing of Atlanta’s Ponce City Market, Uwu brings a bold, playful, and culturally rich dessert experience to one of the city’s most iconic destinations.
Since launch, the brand has been met with enthusiastic reception, drawing lines of curious guests eager to indulge in bubble teas, waffles, and bingsu—all served with a side of kawaii-fueled personality.
“Uwu is the perfect name for our vision of Asian-inspired desserts. The brand is so unexpected in the best ways. We couldn’t be happier with the results.”