After I left the UK and landed within the Czech Republic – my dwelling between 2010 and 2018 – I discovered a notable distinction in promoting and branding between the 2 international locations. Particularly, I noticed an abundance of brand name mascots.
Now, in fact, mascots have been additionally used within the UK and have a worldwide historic precedent, however I used to be struck by how usually they appeared, and the way they have been utilized throughout all kinds of industries and markets. These characters have been promoting double glazing, cellular companies, comfort shops – amongst many different issues. The standard various broadly, too.
My preliminary response was, why did every part need to be bought utilizing a ‘enjoyable’ character – usually anthropomorphised objects and, sure, animals – so they may communicate the message? It’s a query additionally raised by Alec Mezzeti in his article for Design Week: ‘Enjoyable fatigue – is formality returning in branding?‘. Why was I, an grownup, being bought grown-ass merchandise utilizing childlike characters? This in all probability additionally half-reflects facets of my self-image on the time. Cringe.
Anyway, once I returned to the UK in early 2018, it appeared like I’d introduced the pattern again with me, although alas, not the sunny climate. Had I merely not observed the abundance of mascots earlier than I left? Or had one thing modified? Effectively, because it seems, Counter-Print just lately discovered sufficient good examples to dedicate a complete e book to them, so the change is actual.
I’m going accountable the web and disrupter manufacturers, although I’ve no proof – only a hunch. Crucial services and products that have been usually seen as ‘boring’ have been getting digital makeovers; became apps, they began appearing like your greatest buddy.
Monetary merchandise now made issues really feel low-stakes. Duties that was a grind may very well be cheaply outsourced. Paradoxically, quick meals was not so quick, as we anticipated another person to go and get it for us. To convey this evaluation into focus: the types of jobs that when meant dragging your self to B&Q or Dwelling Depot, watching a YouTube video, and doubtlessly messing it up, may now be finished by another person at an inexpensive charge, because of new centralised marketplaces.
UK-based Ding joins different companies (like Airtasker and Taskrabbit) in centralising the abilities of tradespeople – making a ‘democratised’ market the place anybody can pitch in on fundamental family upkeep. Quite than charging per job, Ding provides a subscription and goals to create an ongoing relationship between tradespeople and people needing odd jobs finished.
Mascots equals enjoyable.
Basically, apps like these are in regards to the liberation and empowerment that comes with getting issues off your to-do listing – so you possibly can spend extra leisure time doomscrolling, or hopescrolling. What constitutes ‘enjoyable’ today.
Mascots, brilliant colors, chirpy illustrations, and humanist typefaces are all instruments used to decrease the brink of getting issues finished round the home. Your pleasant little helper – Ding, on this case – reduces all these tradespeople (and amateurs hoping to earn a little bit further) right into a cute anthropomorphised strolling home, plus a solid of associated characters to inform the story. ‘Don’t wing it, Ding it.’ I just lately put up a curtain rail. What a large number winging it acquired me into.
My ‘why is every part being infantilised?’ perspective has considerably modified. It’s arduous sufficient coping with the mounting jobs that pile up across the flat, and the aesthetic of family services and products hasn’t usually made that really feel simpler. Something that may make such duties appear surmountable, liberating, cheerful even, certainly that’s a very good factor?
To get right down to the micro: the logotype is bizarre (it’s the ‘g’ that does it), however the typeface (the aptly named Work Sans), characters, and color palette are very disarming. Collectively, they’re heat, conversational, and playful – although not significantly subtle (they in all probability don’t should be). Assuming the product is simple to navigate and follows the acquainted mannequin – scores, critiques, proximity, worth, reliability – the model helps the concept of liberating customers. Of transporting them to a barely happier place, with a number of fewer jobs to do on the weekend.
