A Closer Look at Character Design in Brand Identity

Let’s talk characters. Not the kind you swipe past on a screen, but the ones that stick. The ones that walk, talk, and live in our heads rent-free. The ones that aren’t just part of a story—they are the story. They serve as brand ambassadors, emotional anchors, and storytelling tools across multiple industries. Whether you're selling cereal, software, or a cinematic universe—character identity design is one of the most powerful tools in the creative arsenal.

Think Mario. That red cap. The 'stache. The overalls. You’d recognise him in one pixel. Game characters rely heavily on identity design to feel distinct and immersive—and to build empires of loyalty across generations.

From Mickey Mouse to SpongeBob SquarePants, character-led franchises have created some of the most enduring emotional bonds with audiences. Why? Because these characters are more than cartoons—they’re cultural icons. A strong identity system—shapes, colours, expressions, mannerisms—makes them instantly recognisable and infinitely loveable.

A well-designed character can transcend its medium, becoming an icon that people recognise and love. A great character evolves without losing core identity—think how Mickey Mouse has been modernised while keeping his rounded body structure and famous ears, red shorts, and white gloves. 

Enter the mascots: familiar Ronald McDonald, the funny and cheeky M&M’s characters, and Hello Kitty *fawns*. These aren’t just logos in disguise—they’re the heart of their respective brand’s personality. They humanise the product. They create nostalgia. And they make even the most mundane items (we’re looking at you, fast food and candy) feel like characters in a larger story.

Character design is a powerful branding tool that can transform a brand from simply functional to truly iconic.

Let’s start with brand illustrations.

Whether you’re building a wellness biz, a coffee brand, or simply a podcast, your visuals don’t have to be cartoonish to carry meaning. A thoughtful illustration, rooted in personality and purpose, can make your brand feel more human. More memorable. More you.

So if you’ve been dreaming up some fresh creative—one that grows with your audience and gives your brand soul—let’s chat.

📩 hello@lolo.studio