During my internship at Lucy in Brussels, I was assigned to rebrand the mascot for NUUD, originally designed by Mother Design.

We found that the existing mascot didn't fully capture the chewy and stretchy qualities of the gum. To address this, I focused on emphasizing these attributes in the redesign.

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I developed several new designs, integrating playful elements and experimenting with the canvas space. This updated mascot not only better reflects the gum’s unique texture but also introduces dynamic movements. In animation, the new design allows for various lively motions, making it appear as if the mascot is almost bouncing up and down.