I didn't want Mabel to just have a logo. I wanted it to have a character. A lot of neighborhood b...I didn't want Mabel to just have a logo. I wanted it to have a character. A lot of neighborhood b...
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Ali's avatar
Ali Arshad
• Sep 2
I didn't want Mabel to just have a logo.
I wanted it to have a character.
A lot of neighborhood bakeries just have a wordmark and call it a day. Clean, simple, and that's pretty much it.
But Mabel needed to show up everywhere.
Cups. Bags. Shop windows. Clothes. Small pastry sleeves. There were going to be so many places where the brand had to live.
So instead of relying only on the logo, I built a mascot.
A simple little character that could move around, change poses and stretch.
The main version is the face of the brand. Then there are smaller variations that can do different things depending on where they're being used.
And that's what I liked about having a mascot.
A logo stays the same wherever you put it.
A mascot can change.
For a bakery that's going to show up on so many different things every day.
A mascot isn't just decoration.
It's another way for the brand to feel alive.
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