BreadTalk

Mascot Design · 2020

Designing and being the creator of BreadTalk’s mascot, “Song Song,” has been one of the most rewarding projects of my career to date. The client wanted to transform their signature floss bun into a character that could embody the brand’s identity. From the very beginning, I set out to create a mascot that was not only visually engaging but also playful, approachable, and reflective of BreadTalk.

Every aspect of Song Song was thoughtfully designed: the fluffy tuft on his head represents BreadTalk’s signature floss topping, while his round, soft body embodies the bun itself. Together, these elements capture the essence of the product while giving it a lively, friendly personality that engages customers across multiple touchpoints, from packaging and in-store displays to digital campaigns and merchandise.

Through this project, I had the opportunity to merge creative character design with brand storytelling, bringing a local beloved bakery product to life in a way that is memorable and approachable. I still find myself beaming with happiness every time I step into a BreadTalk store and catch a glimpse of a tiny Song Song somewhere.