Creating a Premium Snack Brand Centered on a Memorable MascotCreating a Premium Snack Brand Centered on a Memorable Mascot
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Gobinath Ravichandran
• Jul 1
Mkahana — Building a Premium Snack Brand Around an Iconic Mascot
Most snack brands compete with louder packaging, brighter colors, or bolder claims. I wanted to explore a different question:
What if people remembered the character before they remembered the flavor?
Mkahana began as an exercise in building a mascot-first FMCG brand—one where the mascot doesn't simply decorate the packaging but becomes the face of the product, the storyteller, and the reason someone smiles while walking down the snack aisle.
The challenge was balancing playfulness with shelf presence. Too cute, and it feels like candy. Too premium, and it loses warmth.
Using Recraft, I explored multiple mascot iterations, typography systems, packaging concepts, merchandise, retail experiences, motion, and brand applications before arriving at a cohesive identity that feels memorable, modern, and commercially viable.
Rather than designing a mascot, I designed a brand world that happens to have one.
Project Link: https://www.recraft.ai/project/395c7d8f-1635-4ba5-b41a-03a98a2d35
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Gobinath Ravichandran
• Jul 1
Continuation
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Gobinath Ravichandran
• Jul 1
Merch, Posters & so on
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