Mascots are back : meet the new faces of branding

Mascots are making a strong comeback. This time, they assert themselves as a 𝗴𝗲𝗻𝘂𝗶𝗻𝗲 𝘀𝘁𝗿𝗮𝘁𝗲𝗴𝗶𝗰 𝗯𝗿𝗮𝗻𝗱𝗶𝗻𝗴 𝘁𝗼𝗼𝗹.

After their golden age in the 80s and 90s, embodied by icons such as Michelin’s Bibendum or the Duracell bunny, mascots had gradually faded from the landscape. “Blanding” took over and imposed minimalist designs, often interchangeable.

Over the past few months, 𝘁𝗵𝗲 𝘁𝗶𝗱𝗲 𝗵𝗮𝘀 𝘁𝘂𝗿𝗻𝗲𝗱.

From startups to public institutions, 𝘀𝗲𝘃𝗲𝗿𝗮𝗹 𝗿𝗲𝗯𝗿𝗮𝗻𝗱𝗶𝗻𝗴𝘀 𝗵𝗮𝘃𝗲 𝗽𝘂𝘁 𝗺𝗮𝘀𝗰𝗼𝘁𝘀 𝗯𝗮𝗰𝗸 𝗮𝘁 𝘁𝗵𝗲 𝗰𝗲𝗻𝘁𝗿𝗲 𝗼𝗳 𝘁𝗵𝗲 𝗴𝗮𝗺𝗲, each with a distinctive approach.

At Mozilla, the brand introduced ‘Kit’, a calm fox mascot designed to embody a reassuring version of the browser. More companion than tool, Kit acts as a subtle signal that Firefox works for its clients, bringing warmth to a complex digital environment. 🦊

Bruxelles-Propreté | Net Brussel takes the logic even further. The waste itself becomes the character. In recent campaigns, bin bags move, adopt facial expressions and make sorting more approachable. A simple and effective way to turn a daily gesture into a clear, memorable message. 🗑

When it comes to apps, Duolingo stands as a benchmark case. Its green owl has grown well beyond its original role as a pedagogical icon. It plays with internet culture and builds an almost personal relationship with users. The result: a mascot that is ever-present, memorable and perfectly aligned with the product experience. 🦜

At MOJO Agency, we supported Solidaris Brabant in creating their penguin. A mascot designed as a strong identity marker, capable of embodying solidarity, mutual support and collective protection against life’s difficulties. 🐧

Discover the full case study

𝗠𝗮𝘀𝗰𝗼𝘁𝘀 𝟮𝟬𝟮𝟲 𝗲𝗱𝗶𝘁𝗶𝗼𝗻

The static character belongs to the past.

Today, a mascot works as a system in its own right. It embodies the brand, ensures consistency across every touchpoint and builds a 𝗹𝗮𝘀𝘁𝗶𝗻𝗴 𝗲𝗺𝗼𝘁𝗶𝗼𝗻𝗮𝗹 𝗰𝗼𝗻𝗻𝗲𝗰𝘁𝗶𝗼𝗻 𝘄𝗶𝘁𝗵 𝗮𝘂𝗱𝗶𝗲𝗻𝗰𝗲𝘀. 👥

It evolves, adapts, tells stories and lives just as much in campaigns as on social media.

In a landscape where identities tend to look alike, the difference plays out less on the logo or the colour palette and more on personality.

As brands polish themselves into interchangeability, mascots bring back something precious: 𝗰𝗵𝗮𝗿𝗮𝗰𝘁𝗲𝗿, 𝗰𝗹𝗼𝘀𝗲𝗻𝗲𝘀𝘀 𝗮𝗻𝗱 𝗮 𝘁𝗿𝘂𝗲 𝗶𝗱𝗲𝗻𝘁𝗶𝘁𝘆.

Are you ready to put a face on your brand?