Character IP and Mascot Design FAQ

  • How can an established brand become more approachable without losing its polish?
    A character gives people a warmer touchpoint without diluting a refined brand. The core identity stays as it is, and the character carries the more personal side of the conversation.

    How do we build recognition that lasts beyond one campaign?
    When the creative approach changes every campaign, recall is hard to carry forward. A brand character stays consistent from one campaign to the next. We put the foundation in place: a character and guidelines designed to last. With consistent use over time, each activation builds recognition that the next one can draw on.

    Our content looks like everyone else’s. How do we stand out while keeping up with online trends?
    A character gives the brand a consistent face across channels, including trend-led content. Audiences recognise it more easily, and it gives the brand a clearer point of view in a crowded category.

    Can our in-house team work with the character after it is designed?
    Yes. Brand identity, logo and character are closely linked, and when they are applied without coordination, both lose quality. We design the character with its applications in mind, from mascot suits to merchandise and digital channels, and provide guidelines your team can use for day-to-day output. Your team continues to lead execution, and we step in for specialist character adaptation when needed.

  • What is proprietary brand IP?
    An original character built exclusively for one brand, with its own story and setting. Unlike one-off campaign assets, it can build equity across activations and is much harder to copy than a graphic style.

    What makes a character IP effective?
    It turns abstract brand values into something people recognise and feel connected to. Japan’s Kumamon, for example, turned a regional identity into a character recognised nationwide.

    Which industries use character IP?
    Malls, retail, F&B, museums, attractions, education, tourism, fintech and technology. Some of the best-known examples come from outside traditional mascot categories: Labubu in retail collectibles, Duolingo’s owl in education, and Jolly, the character fronting Meta’s Muse AI agent.

    Can a character be built from our existing brand identity?
    Yes. A logo, symbol or brand story can inspire a new character, or a sub-brand that complements the existing identity.

    Where can a character IP be used?
    Social content, merchandise, mascot suits, in-venue displays, seasonal campaigns, loyalty programmes and apps, each adapted to its format.

Merli and Friends Animated Series - Taste of Teamwork