Giving a childhood snack a heart
HELLO PANDA CONCEPTUAL REBRAND
ROLE
Sole Designer
TIMELINE
2 months
GBDA 202 Project
TOOLS
Procreate, Adobe Firefly, Photoshop,
Illustrator, Express
This project was completed over the course of 5 weeks in my GBDA 202 course, where I was tasked with conceptualizing an entire brand revamp. I remember seeing Hello Panda in lunchboxes all through recess, but it was never anyone's favourite. That gap between familiarity and affection is what made me want to breathe new life into the brand.
THE BRAND
A Familiar Face, Forgotten
Hello Panda has decades of recognition but a mascot nobody's actually attached to.
THE PROBLEM
Known, Not Loved
Kids recognize the panda, but there's no story behind it, and nothing pulling them in emotionally.
THE MASCOT
Meet Poco
Every kid's panda best friend, doing what they love and cheering them on.
THE IDENTITY
A Face Worth Remembering
The world of Hello Panda now goes beyond sports, featuring pandas who dance, draw, play music and explore. Each cookie reflects a different passion, letting kids see themselves in the brand.
By giving the panda personality and heart, Hello Panda becomes more than a snack, and instead becomes a playful community of characters kids can emotionally connect with.
THE PACKAGING
Made to Be Held
The new packaging
THE SOCIAL CAMPAIGN
Small Bites for Big Moments
A warm and memorable line that turns tiny cookies into cheers for kids' everyday wins, with Poco there to celebrate every moment by their side.
The new social campaign focuses on story-driven moments that connect everyday childhood experiences with the joy of discovering Hello Panda. Each piece of content will capture small wins and personal achievement, highlighting how Poco is always there to celebrate with kids.
Colour Me Confident
THE FINAL PRODUCT
Hello! Panda
REFLECTION
Looking Back
This was one of the most enjoyable projects I've worked on! Getting to build an entire brand world from scratch, from the characters to the packaging to the campaign strategy, reminded me how much I love the creative side of design.
If I had more time, I would have loved to design all 50+ Poco characters myself rather than just conceptualizing them. Seeing how much personality could come through in a single mascot made me want to keep going.
