Blue Bunny

Project overview

For a studio pitch, I explored a redesign of Blu, the blue-furred rabbit who has been part of the Blue Bunny identity since the brand was named in 1935. The aim was to find a contemporary, animation-ready mascot who still felt immediately recognisable: warm, playful and closely connected to the simple pleasure of an ice cream in hand.

The work ranged across silhouette, head-to-body proportions, facial structure, ear shapes, paws, fur treatment and expression. Some routes leaned graphic and compact; others pushed towards a more dimensional character with enough range to carry performance and close-up emotion. The recurring question was how far the design could move while remaining unmistakably Blu.

Mascot redesign occupies a particularly narrow burrow. Change too little and it feels like the same rabbit after a haircut; change too much and you have to explain why a stranger has wandered in carrying the ice cream. These studies were about finding that sweet spot, quite literally, and giving Blu enough charm, mischief and confidence to feel like a character rather than simply a logo with ears.

This was exploratory pitch development by Untold Studios in 2025. It is an alternate design route and is not the character ultimately released by Blue Bunny in its later campaign.