Final

Rationale

For my brand I chose the New Zealand soft drink company L&P. From a marketing and branding stand point L&P rely heavily on distinctly New Zealand humour and often vintage graphics. The mascot I have designed I feel embodies the very dead pan humour many New Zealanders have, which is usually aimed back at New Zealand itself. To show this I gave the mascot a very emotionless face that never changes, instead of expressions the mascot instead has many different costumes or personas. All of the mascots personas are based in a vintage setting, this retains L&P’s vintage look. I designed the mascot around the L&P slogan of “Bit different aye?” which I think sums up brand as being different in the market of soft drinks. 

Line-work and development

Doing the line-work for my mascot in illustrator didn't give the level of irregularity I wanted, I also faced similar problems with the stipple shading. Creating it directly in Photoshop or Illustrator made perfect circles, which again doesn't fit the style of the mascot or the brand L&P.

Character Flats and Development

These are the Flats of my lemon mascot so far, the All Black lemon is till left to do. I've tried to keep the basic shapes very irregular, this emphasised with a charcoal brush stoke around the shape, which is then merged with the shape. I think the use of half-tone suits the Branding of L&P well they use a very vintage look to alot of there other campaigns.

Lemon rendering/shading part II

Lemon shading/rendering

Vector inspiration

Characters and concpet

The idea behind my mascot is that he is plain and embodies the dry side of kiwi humour. Playing on the slogan "A Bit Different Aye", the lemon character has wide variety of costumes and scenarios. The scenarios may not be distinctly New Zealand, but the manner in which the mascot deals with them, or acts will reflect a New Zealand attitude.