Canada
Canada
Case study · Mascot & packaging
A mascot with a job: carry a softness claim across a tissue range, and keep carrying it everywhere else the brand shows up.
Teno is a brand of Hayat Kimya. The corporate figures are Hayat’s own published record, reported via Nonwovens Industry (2023) and Hayat’s corporate materials; they describe the company that owns the brand, not the outcome of this design. Brief, approach and outcome from tasarist.net. The studio reports increased brand recognition and publishes no figure, so none is given.
Teno is the second brand of Hayat Kimya, to be positioned in Iran following Papia. A catchy mascot which can evoke softness was demanded for Teno.
The client’s brief, as recorded by the studio on tasarist.net (captured 2026-09-07).
Teno was Hayat Kimya’s second brand into the Iranian market, following Papia. The brief named one job: find a character that makes softness legible — a claim every tissue brand makes and none can prove on a shelf.
The answer was a fluffy teddy bear, and the important decision was how it was drawn. A cute bear rather than a childish one, because the buyer is the household — not the child — and a pack that reads as a toy loses the person actually holding the trolley. The mascot was built to survive scale and crop, so it works on a pack face, a truck, a shelf wobbler and a screen without being redrawn each time.
Tasarist reports the character was quickly adopted, that the fluffy rendering strengthened the brand’s softness claim, and that using it across packs and communications raised recognition considerably.
Packaging and brand design by Tasarist. Project brief, approach and outcome are reproduced from the studio’s own record at tasarist.net (captured 2026-09-07); images are the studio’s renders and photography, shown as design work. Brand marks belong to their owners.