Mascot Design & Brand Visual Identity for a Hotdog & Milkshake Brand.

Snag & Shakes is a Food & Beverage Brand that mainly sells hotdogs & milkshakes. They have several stores in Jakarta, Indonesia and want to create a lasting impression to their target customers through a unique mascot that aligns with their identity.

Beside mascot character, we also design Snag & Shakes’ new logo & brand identity, using red, yellow and blue as main color & Retro style font. The brand’s buyer persona is children, teenager to young adult, so the main important things to be ensured are the design has to be attractive & unique, while still feels familiar & easy to be remembered.

The astronaut figure is used to convey a sense of otherworldly delicious hotdogs that feel like taking a vacation into an outer space. His name is Archie, and he is super friendly, talkative, and easygoing. The movements & facial expressions are chosen carefully to ensure the brand can truly benefit from the mascot design to communicate their message in a fun & engaging ways.

For the packaging, we utilize large & bold style sans serif fonts to highlight the modern & exciting vibe of the brand, using high contrast color and of course, Archie eating hotdogs. For other brand asset, we maintain a consistent visual identity. Not only visually, but how the brand speaks can affect its branding consistency. Here, Snag & Shakes speaks as if they are an outer spaceship captain that encourages people to board their ship & tastes their hotdogs.

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