Mahram Mascot Design (Red Sauce)

The brief was to design a brand mascot based on Mahram’s iconic red sauce packaging (bear-shaped) and develop a set of advertising key visuals to introduce it. The core idea was to avoid the rigid, bulky look of the packaging and create a cute, friendly, and playful character with strong storytelling potential and flexible body poses; the white cap element was reinterpreted as a hat on top of the character’s head. I worked as the Art Director and handled the 3D execution of the mascot, delivering the character design and several key visuals (the project was not released due to external circumstances). For the KV concepts, we positioned the mascot as a “food buddy,” hugging different meals to communicate versatility, and in one scene the character takes off its hat as a respectful gesture.