Reimagining
an Iconic
Brand Mascot
Introducing the new and improved Blue Bunny.
To help Blue Bunny ice cream connect with a new generation, we reimagined its mascot Blu from the ground up. We launched this brand new Blu with a series of assets, repositioning Blue Bunny as the ice cream that helps families slow down and savor those everyday small moments.
The Old Blu
Out with the old Blu, and in with the new!
Blue Bunny’s original mascot was a hyper-realistic rabbit named Blu. This was our opportunity to redefine Blu: to evolve him into someone families wanted around. Full of heart, humor, and fun.
We needed to create a mascot that resonated with people and captured their hearts. A mascot that would set Blue Bunny apart in the frozen treats category for years to come.
The New Blu
We started by developing the foundation of Blu and his character traits. We dove into what his role would be, shaping his personality and how he shows up in the world.
These details served as the building blocks for Blu as we began the fun part — designing what Blu actually looked like.
We cast a wide net, exploring a range of different shapes and styles to bring Blu to life before narrowing in on an approach for our final Blu.
After further refinement, 3D development and animation, the new Blu was officially born.
The Tookit
We created a toolkit of bespoke character assets that Blue Bunny could leverage across their different media channels.
The Campaign Assets
We created a series of :15s spots and social assets to introduce Blu to the world.
