01 · THE DAIRY AISLE
Freshness, with personality.
Teddy adapts to the category while keeping the same friendly character customers recognise.
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A market with a personality.
A character-led retail identity designed to make an everyday convenience store feel friendly, energetic and instantly recognisable.
Design brief
Teddy's market needed more than a name above the door. it needed a personality people could recognise the moment they walked in.
The goal was to transform Teddy's Market from a functional convenience store into a welcoming brand experience. We needed an identity that could work across the storefront, store aisles, product categories and everyday customer interactions.
The Logo
The bear hidden inside Teddy's Market became the starting point for the entire identity. More than a logo, Teddy became a recognisable character—one that could welcome customers, guide them through the store and bring personality to every part of the experience.
TEDDY’S DINER
Teddy’s Diner brings a dedicated food experience into the heart of the market. While it has its own distinctive visual identity, the diner remains part of the larger Teddy’s ecosystem-giving customers a place to pause, dine and enjoy freshly prepared food without leaving the store.
The dedicated dine-in space inside Teddy’s Market
Teddy changes with the aisle.
Instead of creating a separate identity for every category, we built a flexible mascot system that could adapt to different parts of the store while always remaining unmistakably Teddy's.
02 · ENERGY DRINKS
A little more energy.
A more expressive version of Teddy brings movement and attitude to a category built around speed, excitement and impulse.
03 · SODA
Made for a little fun.
The mascot shifts again—giving the category its own personality without breaking away from the larger Teddy's Market world.
The same personality, carried into the details.
Once the core identity was established, the visual system expanded naturally across everyday touchpoints. From staff IDs and paper bags to cups, coasters, counter signage and mascot stickers, every application feels like part of the same Teddy's Market world.
A connected creative process — not isolated deliverables.
Brand discovery
Understanding the store, its customers and the role the brand needed to play.
Central idea
Finding the opportunity hidden inside the name: Teddy.
Identity system
Building the logo, colour palette and visual language.
Character system
Turning Teddy into a flexible asset that could adapt across categories.
Retail rollout
Extending the identity into the storefront, aisles, signage and physical experience.
Ready when you are
Ready to build a brand people notice, remember and choose?
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