Reinventing an
Iconic Brand Character
& Brand Identity
The U.S. and Japanese markets had different brand characters, each with their own look and personality. Maintaining the two disparate characters was costly and also diluted the brand’s global presence.
Our solution was unifying the two into a single Scrubby look and personality that could integrate seamlessly into to both markets and cultures. Resulting in both brand consistency and production efficiency.
The Differences
U.S.
Multiple Characters
The market has a family of 5 character.
Highly Expressive
The character's facial expressions are priceless with a full range of emotions.
Stylized Look
They were developed with more complex, humanoid, sculpted features to reflect animation styles in the U.S. pop culture.
Japan
Single Personality
There's one character representation in market.
Empathetic
The character is empathetic to chores and tends to be milder and gentler.
Cartoon-Like
The character is more cartoon-like with rounder eyes and less detailed features.
We audited popular animation styles in pop culture and marketing of the U.S. and Japan to understand the consistencies and cultural differences to consider in the character redesign.
Comparing Physical Traits
When evaluating of the two characters, we unified selected features of each to create a single expression of Scrubby that’s optimized to work for both U.S. and Japan markets.
Brand Visual Language
In a category where all the brands look the same, there’s an opportunity to stand out through an ownable visual identity.
No competitor brand has assets as distinct or has the heritage of Scrubbing Bubbles. We’ll celebrate Scrubby by amplifying the brand’s visual expression to further separate ourselves from the competitors.
