Harsh Fast Food case study.
A chef mascot, food illustrations and packaging that pops on every shelf.
The brief.
The problem. A beloved local street food chain expanding into multi-city franchises needed a mascot and packaging system that felt iconic, energetic, and instantly memorable for all ages.
The solution. A cheerful cartoon chef character with expressive poses, cartoon burger/pizza illustrations, and checkered food wraps that customers proudly photograph.
The process.
Three phases. No hand-waving. Here is how the work actually got made.
Mascot Conceptualisation
Developed 30+ character expressions from cheerful cooking to fiery spicy reactions.
Food Wrapping & Boxes
Engineered greaseproof burger paper, fry boxes, and takeout bags.
Store Signage & Murals
Created giant wall murals and neon signs for flagship store openings.
The impact.
Design that moves metrics — shelf presence, engagement, and revenue.
Franchise expansion
Brand system deployed across 14 new franchise outlets.
Takeout orders
Social media check-ins doubled with branded packaging.
Mascot impressions
Branded stickers and memes shared by young fans.