Mascot Magic: 8 brand identities that are making the most of their adorable representatives

In the realm of contemporary entertainment and media, there is one truth that prevails above all – we are undeniably drawn to cute lil’ characters. In TV shows, films and franchises, these charming little creatures – from Sanrio’s delightful, idiosyncratic roster of characters to the endearing Ewoks and Baby Yoda of the Star Wars franchise – captivate us with their irresistible charm. But what happens when this trend seeps into the world of branding? Across varying industries and sectors, brands are adopting their own defining character, a lovable mascot that encapsulates their personality. In a way, this also nods to the resurgence of nostalgic illustration styles; responding to this shift, many brands are showcasing straightforward, characterful motifs, drawing inspiration from the dynamic aesthetic of rubber hose illustrations. There are numerous great examples available. Here, we’ve rounded up our favourite charming, mischievous mascots. Nice Pies by PLUSMINUS Studio