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BIG SOFTEE

Brand Identity, Signage & Packaging

A little ice cream shop with big flavors, 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 but also real American nostalgia. An ice cream brand that could’ve been from any era of LA’s or Hong Kong’s past. Chef Angelino told us the name, and we immediately started sketching Lil’ Softee the mascot… which then became a custom spoon to help you shovel in the Butter Mochi Sundaes and Matcha Almond soft serve.

Photography: Stephanie Gonot
Food Styling: Caroline Hwang

@bigsoftee

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