Why mascots are quietly becoming one of the smartest branding tools in food & drink
January 9, 2026 |Categorised in: Ask The Designer, Uncategorised
Brand mascots are re-emerging as a powerful tool in modern food and drink branding, helping brands stand out in crowded categories by building instant recognition and emotional connection. A strong example is the recent refresh of Fred for Homepride, updated by The Food Brand Guys. Rather than replacing a much-loved character, the work refines illustration style and context while preserving familiarity, tapping into nostalgia without feeling dated. It’s proof that heritage mascots, when thoughtfully evolved, can still play a vital role in packaging design, brand trust and shelf recognition.
At the other end of the spectrum, the bold cow character created for All Things Butter by Made Thought shows how mascots can drive differentiation for challenger food brands. This character is unapologetically modern, quirky and full of personality, designed to disrupt rather than reassure. It functions as a distinctive brand asset across packaging, social media and marketing, proving that a well-crafted mascot can communicate tone, confidence and brand values faster than words.
Meanwhile, Madri, designed by Buddy Creative, demonstrates a more restrained, humanised approach to mascot design. Rather than leaning into humour or novelty, the character adds cultural depth, attitude and a strong sense of place, supporting the brand’s premium positioning. It’s a reminder that mascots don’t need to dominate an identity to be effective. Used intelligently, they enhance brand storytelling, strengthen recognition and help food and drink brands build lasting memory in a crowded market.
The real question isn’t whether your brand should have a mascot. It’s whether it needs more humanity, faster recognition and something people actually remember. If awareness isn’t turning into recall, the issue may not be visibility but personality. In that case, a mascot isn’t old-school at all, it’s a smart, strategic move.
