Big Softee

Branding, Signage & Packaging

A tiny ice cream shop tucked away in one of Monterey Park’s oldest food plazas and very much a reflection of the neighborhood and the ownership: Hong Kong born, SGV-raised, deeply Asian flavors and real American nostalgia. Once we heard the name, we had an instant vision of the mascot and named him Lil' Softee — which transformed into a custom spoon, where he sits atop and watches you shovel in Butter Mochi Sundaes.


Neil Hubert

Stephanie Gonot

Food Styling:
Caroline Hwang