Mitsuba: Spice Rush is a web-based mobile runner game designed to boost brand awareness for the snack brand Mitsuba. In the game, players control the character Umami, navigating a vibrant, Asian-inspired world to collect stolen snacks and spices. The game effectively translates Mitsuba's playful brand identity into a fun and engaging digital experience.
Beyond its mobile platform, the game was a key part of a brand activation at trade shows. It was featured on a large screen, allowing players to engage directly with the brand in a physical setting. This dual approach connected the digital and real-world experience, creating a memorable and versatile campaign.
Umami
Umami is the main playable character in the Mitsuba: Spice Rush mobile game. The character was created to personify the savory "umami" taste, a core element of the Mitsuba brand's snacks. The game’s narrative is built around Umami's quest to retrieve the brand's stolen snacks and spices, establishing a direct and memorable link between the player's actions and the brand's identity.
Concept art
Character sheet
Gameplay concept visual
