Meet the characters giving these malls a new personality

Changi City Point, The Clementi Mall and KINEX have introduced a trio of new characters as part of a branding push aimed at giving each mall a more distinctive personality and strengthening connections with shoppers.

Developed by OMO Creative Agency, the characters — Charmy, Temmy and Kinny — draw on the existing visual identities of the three malls, which sit under Elegant Group. Rolled out in conjunction with Singapore's National Day, each character takes cues from the location, offerings and personality of its respective mall.

For Changi City Point, OMO created Charmy, a sightseeing suitcase inspired by the mall's proximity to Changi Airport and its positioning as a destination for travellers looking for outlet deals. The character sports sunglasses and a camera, while its luggage tag incorporates the mall's leaf symbol.

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Meanwhile, The Clementi Mall's Temmy is a bespectacled bunny, with the agency transforming the stylised "m" in the mall's logo into a pair of rabbit ears. Carrying a coffee, book and bag, the character is intended to represent the mall's mix of cafés, educational spaces and retail offerings.

Rounding out the trio is Kinny, a flower character created for KINEX. Its five petals incorporate the mall's five signature colours, complemented by multi-coloured shoes designed to reflect KINEX's energetic and vibrant identity.

Beyond giving the malls a friendlier face, the characters are intended to serve as recurring marketing assets across future campaigns and shopper touchpoints.

According to OMO Creative Agency, the characters were designed to give each property a distinctive identity while strengthening brand recognition in Singapore's competitive mall landscape. The agency also sees Charmy, Temmy and Kinny as flexible assets that can be used to build familiarity and deeper connections with shoppers over time.

“The introduction of Charmy, Temmy and Kinny marks an important milestone in strengthening the individual identities of our malls. Rather than creating characters solely for visual appeal, we wanted characters that authentically represent each mall’s unique positioning, personality and shopper community,' said Angeline Long, head of marketing at Elegant Group.

She added, "We are delighted to partner with OMO Creative Agency to bring these distinctive personas to life and create more meaningful touchpoints that enhance engagement with our shoppers."

In tandem, Chow Bay Luen, director of OMO Creative Agency said, "The characters were designed to be more than just visually appealing. The aim was to give each mall its own personality and create a memorable face that shoppers can recognise, relate to and build a connection with.”

The move comes as brands increasingly turn familiar visual identities into characters that can extend beyond individual campaigns. Earlier this month, Crocs introduced Niles, its first official mascot, as part of a longer-term character-driven storytelling strategy. The six-foot-tall crocodile was unveiled following a month-long trail of Easter eggs across Crocs' digital channels, including a three-foot egg appearing during TikTok Shop livestreams and hidden across the brand's online platform logos.

While new as a life-sized character, Niles draws on the crocodile silhouette that has appeared on Crocs footwear since the company sold its first pair of shoes in 2002, turning a long-standing visual brand asset into a character audiences can follow and engage with.

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