Our client is an international retailer in the budget segment. Its stores are located in all Russian cities and its target audience includes children, teenagers and adults. Competition in this segment is very high, and we needed to create a mascot for the retailer that would help it stand out in the market, create pleasant associations, and increase the loyalty of both regular and new visitors. We designed and presented the client with a hedgehog in their familiar corporate colors - a cute symbol of hoarding with a nod to childhood. The retailer's mascot had to meet several requirements: - Be understandable to all audiences, from the youngest to the oldest adults; - Be moderately bright and expressive, despite the corporate colors; - Have a positive impact on purchasing power. We did extensive research on the competition and studied their mascots. Among the options for our character, we considered people, fruit and other products, but finally settled on the hedgehog. He's stocking up on goodies for the winter, and it's as if he's doing it in our budget store. At the same time, it is an expected clear image that will not confuse the audience and cause rejection. We designed the hedgehog according to the principle of a designer. We have five poses and five facial expressions, which in combination help to create a good mood in the buyer and make him act. All of them fit into situations that are characteristic of the theme. In addition, the designer proved to be very convenient for the client. His team can assemble the hedgehog needed for the creative and quickly go out to the customers with it. Our hedgehog: - Uses a loyalty card; - adds items to the shopping cart; - gets excited about discounts and other events; - explores promotions in the app; - Greets the customer. We originally agreed to create the mascot in 2D only. However, the client liked the resulting mascot so much that he asked us to draw it in 3D. As a result, we got a textured, soft character, and the client can choose which version they want to use for their creative. The hedgehog is a familiar image to both adults and children. Already in October he managed to attract the attention of the whole Runet - news about him appeared on the portal Sostav.ru and in a number of other channels of advertising and marketing. Now the client has a sympathetic and friendly character in whose name he can communicate with the public. He helps in advertising, on the website and in the client's application - he tells about new promotions, gives recommendations and helps to make the most profitable purchases.