Happy Eedu
A brand mascot for a premium Kadaknath bird, and the identity built around him.
- Discipline
- Brand Identity · Mascot
- Tools
- Procreate · Illustrator
- Year
- 2023
Kadaknath is a premium black-feathered chicken, and the brief was to give it a face: a mascot with enough mass appeal to move product, without losing the premium positioning the produce trades on.
The project ran in two halves: designing the character, then building the brand identity around him.
Character Brief
Area of focus for character design, of the Kadaknath chicken: the character with the most desirability; the character which is dark in colour; visuals that are eye catching.
Delivering world-class design for a premium produce: a mascot with mass appeal to boost the product sale.
Characterisation
Defining the very nature of our Happy Eedu: a lovable protagonist who easily makes friends with anyone and never lets anyone down. Will push his limits to help anyone in need, but will also be sarcastic and put up jokes and fun to ease out a difficult situation.
Caring · Compassionate · Confident · Notorious · Menacing · Simple minded · Easy going · Cheerful · Innovative · Quirky · Smirky · Fit & Healthy · Teen · Adventure · Sporty
Art Style
Three considerations set the drawing style.
Character Design
Identity Brief
The challenge to overcome as part of the brand identity design: the uncompromised premium look and feel; eccentric, youthful and truly market-unique design.
Emphasis on mascot and brand value, with instantly memorable visual appeal.
Palette
Sampled from the identity board: charcoal for the bird, warm oranges for the brand.
Brand Identity
