Uncle Dough
Graphic Designer (2025)
Overview:
Uncle Dough was a one-week, client-style design challenge hosted by @designerbriefs, @dirtyline.std, and @brief.mebaby. The brief called for a warm, playful sourdough identity, and I took it further by creating a character-driven brand persona: Uncle Dough. He’s not just dough; he’s an uncle figure — patient, wise, a little witty, and shaped by the slow magic of fermentation and time.
Role:
I handled the entire project end-to-end under a tight timeline:
Graphic design · Brand & art direction · Visual identity · Story & persona building · Image sourcing · Custom mockup creation · Photo editing · Copywriting · Social adaptation ·
Every asset, decision, and touchpoint was produced by me within one week.
Left: Royalty Card; Right: Bakery Door Mockup
Outcome:
A cohesive, cheeky little dough uncle and his whole bakery world emerged. From visuals to voice, the identity reflects warmth, humour, and rustic charm. I designed across all customer and staff touchpoints and developed the Daily Doughvice campaign, where Uncle Dough shares comforting, humorous reminders across the city — strengthening emotional connection beyond the product itself.
Launch Campaign Poster
Left: Bakery Sign; Right: Daily Doughvice online
Business Cards
Staff Labels & Notes
Bakery Workspace Mockup
Staff Apron Mockup
Daily Doughvice Campaign on Bus
Work produced by Michelle Tsang. © Michelle Tsang. Presented here for portfolio purposes only.
Source images from Freepik (“designed by Freepik”) and Unsplash. Adapted into mockups for permitted non-commercial, educational, and portfolio use. All design work is original.
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I acknowledge the Wangal peoples as the Traditional Custodians of the land on which I live and create.
I pay my respects to Elders past and present.