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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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I design brand identity and custom mascot illustrations that make brands memorable. Services: mascot logo design, brand identity, color and typography system, brand guidelines, packaging and social assets. Recent work: FOX BREW coffee with fox mascot, BEE GOOD honey with bee character, KITTEN CO pet care, AVO GREEN wellness, ROBOTIX tech SaaS robot. Tools: Illustrator, Photoshop, Figma, Procreate. All original vector files ready for print, web and merchandise. Delivery: source files, brand guide, mascot variations.
beautifully simplistic without losing any sense of self-ownership. awesome work here.
I’ve been slowly updating all of our project imagery across a new website update and and our internal decks.
Logos are only a small fraction of what we do for clients now, but I still love starting there. They often set the tone for the wider identity, the visual language, and the story we’re trying to tell.
Also, pretty satisfying seeing some of my favourites all together on one page.
Nice