Client:
Wise Snacks Peppy. Mascot design
Country:
USA
Task:
Mascot Design
We modernized the classic character of the brand. We worked on bringing the characteristic and classic character of the Wise brand to the present and making it more relevant. Our challenge was to capture the spirit of the brand and of this character, reflecting it graphically through a character. How to bring Peppy from 1950 to the present? To manage to maintain the spirit of the original character and its essence, as well as communicate the way in which the brand evolved until today, with the original values but adding new positioning and communication.
Imaginity | Design Agency | Branding, Packaging Design, Marketing
The Challenge: Modernizing a Brand Icon
The core challenge was to modernize Wise Snacks' classic character, Peppy the Owl, and make him relevant for today’s market. The project required capturing the brand’s original spirit and a character's essence from the 1950s while visually reflecting the brand’s evolution, adding new positioning and communication without losing its original values.
The Solution: A Comprehensive Character Redesign
We approached the modernization by first conceptually defining Peppy's personality, role, and way of interacting. We created a mascot that is a fusion of wisdom and inspiration, filled with vibrant energy, joy, and charisma. This involved a complete redesign, from initial sketches to defining his graphic language, color palette, and textures, ensuring he could be animated and represented consistently across all platforms to embody the brand's fun and friendly spirit.
The Results: A Consistent Brand Ambassador
The project successfully transformed Peppy into a powerful tool for consumer connection. The redesign made the mascot more than just a symbol; he became the heart of the brand, embodying its values and personality. To ensure consistency, a brand book was created, providing detailed guidelines for using the mascot in all media, reinforcing a unified and trustworthy brand image for consumers.
The first step was to conceptually create the character. Define its personality, its role, its way of relating, of presenting itself to others.
Personality: Vibrant and colorful with large, expressive eyes that radiate enthusiasm and joy. A mascot full of energy and charm that embodies energy, enthusiasm and wisdom. Charismatic and adventurous, it is a fusion of wisdom and inspiration that awakens curiosity and creativity wherever it goes.
Role: Serves as a source of inspiration and joy for people of all ages. He is an ambassador of enjoyment, learning, positivity and intellectual curiosity. He loves interacting with people from all walks of life. As the life of the party, he plays a pivotal role in bringing people together and creating memorable experiences.
An important part of designing the character is being able to imagine him in motion, what he looks like in other positions. The way he stands, his facial expression, look, attitude, everything must help build the spirit we are looking for for Peppy.
Peppy The Owl is more than just a symbol; he is the heart of the brand identity, embodying the values, personality and spirit that make Wise Snacks unique. Peppy The Owl serves as a powerful tool to connect with our audience in an engaging and memorable way.
From pencil to color: building the image of Peppy, defining the graphic language and the color palette: The way Peppy takes color, as well as the textures and strokes that compose it, are designed thinking of aligning the final result with the happy, fun, optimistic, friendly image.
Brand book: Designed to ensure the consistent and impactful use of the brand mascot: Peppy. It provides detailed guidelines on how to properly represent the Wise mascot in various media, to maintain the integrity of Peppy The Owl and will reinforce the strong and unified image of Wise Snacks that consumers have come to recognize and trust.
