The most memorable retail brands create emotional connections that extend beyond products alone. By introducing a character-led approach, Blue Almonds could bring warmth, personality and consistency to customer communications while creating opportunities for storytelling throughout the customer journey.

Building on the existing brand identity, a series of character illustrations were developed to give the Blue Almond mascot its own personality and voice. The character was designed to appear across campaigns, loyalty communications and in-store experiences, helping create a more engaging and recognisable brand presence while supporting customer retention initiatives.

Working from the existing Blue Almond character, I created a series of new illustrations and poses to support promotional campaigns, loyalty communications and customer engagement initiatives. I also designed a range of branded collateral, including retail bags, counter-top signage and the VIP portal header, helping to extend the character across the customer journey and create a more cohesive brand experience.