There are characters that are not created. They are inherited. The Nestlé bear is one of them. The mascot was already a recognisable icon, but it needed to evolve in order to gain greater dynamism, freshness and expressiveness without losing its essence.

The challenge was to update a character with an international track record, particularly associated with the baby food and infant nutrition range, while preserving the trust of a global brand and bringing it closer to a more vibrant and contemporary visual language.

We started from a simple idea: to keep the bear just as endearing as ever, but with a more active, more approachable and more flexible attitude. The new character was designed to perform better across different formats, preserving its value as a brand mascot and reinforcing its role within the Nestlé children's universe.

The redesign process worked on the posture, gesture, volume and readability of the character, seeking a more agile silhouette and clearer expressiveness. From there, we developed its applications across packaging, illustration guidelines and brand usage, ensuring consistency throughout the entire system.

The result is a bear that retains the tenderness of the original, but with renewed energy. A more versatile, fresher mascot, better equipped to accompany the brand across its different categories and markets.