The Making of Bello – An Unconventional Mascot for Talabat

Talabat is a household name in the Middle East’s food delivery world, and is synonymous with convenience. But for a brand that’s all about speed, efficiency, and seamless service, we felt that something was missing. A visual hook, a character, something that made you think of Talabat the moment you saw it.

A mascot! 

Mascots have long been a secret weapon in branding. They create emotional connections, making brands more memorable and engaging. Studies have shown that mascots can increase brand recognition by up to 37%, and when done right, they become as iconic as the brands they represent. 

But what defines a mascot? 

Technically speaking, a mascot is a symbol, a character, or an icon designed to personify a brand. They can be human-like (think Mr. Pringles) or completely abstract (like the FedEx arrow). At the end of the day, they enforce a brand’s storytelling.

So when we set out to create a mascot for Talabat, we asked ourselves: should we stick to the conventional character route or push for something new?

The conventional route (and why we ditched it)

When you think “mascot,” your brain likely goes to the usual suspects: Ronald McDonald, the Michelin man, or even Tony the Tiger. They’re full-blown characters with distinct personalities. Naturally, we started there.

We sketched out a Talabat delivery driver—helmet, bike, speed lines. Even played with a delivery bag that had arms, legs, and a big friendly smile. But nothing clicked.

Why? Because none of them truly felt like Talabat.

Going rogue

We took a step back and re-evaluated what makes Talabat, well…Talabat. The name itself comes from the Arabic word طلب (Talab), meaning “to request” or “to order.” That got us thinking. What’s a universal symbol for placing an order? A notification? A response?

A bell.

The sound of a bell is immediate. It signals action, delivery, arrival. It’s the ding you hear when your order is confirmed, the ring of a service bell, the chime that means something good is coming. And just like that, Bello was born.

Meet Bello

Bello is a tiny ding with a huge appetite for excitement.

Visually, he takes cues from the Talabat brand—bold, energetic, instantly recognisable. His movements are snappy, playful, and full of energy, mimicking the joy of a meal on its way. A little chime that brings big satisfaction.

So, how does Bello fit into Talabat’s world?

Think about the moment you place an order. Now imagine a tiny animated Bello appearing on your screen, giving a little ring to let you know your food is on its way. Maybe he pops up in social media campaigns, bringing warmth and personality to every interaction.

If you ask us, this was never just about creating a mascot—it was about rethinking what a mascot could be.

Talabat moves fast, and so does Bello. He’s a reminder that good things happen with just a tap and a ding. And if Talabat is ready for him, we’re ready to make it happen.

So, what do you think—should Talabat say “Bello”?