01 The brief
A brand that needed a face
A food brand arrived with a name and no personality. The job: invent a cast people would actually want to see on the packaging — starting with one very hungry elephant.
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Mascot Branding · 2025
Filoo & Miloo
An elephant, a cat, and a whole fast-food universe built around them.
Character DesignMascot BrandingIllustrationMerch & Stickers
Client Filoo — food brand
Scope Full mascot system
Cast Filoo & Miloo
Deliverables Poses · stickers · cards
Tools Procreate · Illustrator · Photoshop
A complete mascot system for a playful food brand — two characters with enough range to headline every campaign, sticker, and shelf.
Two characters, one brand
Filoo the elephant and Miloo the cat started as a single question: what if a food brand had a personality you actually wanted to hang out with? Filoo is warm, hungry, and a little dramatic. Miloo is the deadpan foil — mostly here for the yarn.
Built to perform
The goal was range. From a single turnaround I built an expression library, action poses, and a stack of collector cards in five brand colours — enough that marketing never runs out of Filoo. Every asset is drawn to survive being cropped, printed, and turned into a sticker at 2 cm.
The payoff
A mascot system isn't one great drawing — it's a hundred small ones that all feel like the same creature. That consistency is the whole trick, and it's what lets these two carry a brand instead of just decorating it.
the design path
From first mark to final form
Every character walks a road before it stands on its own — here is the one Filoo & Miloo took, stage by stage.
02 Character
Two personalities, drawn
Filoo became the warm, dramatic one; Miloo the deadpan cat who's mostly here for the yarn. Designing them as a pair gave every scene a built-in dynamic.
03 Expression
Range is the whole job
A mascot earns its keep by never running out of moods. From one turnaround I built a library of expressions and action poses — all unmistakably the same creature.
04 Colour system
Five editions, one brand
The characters were rolled out across five brand colours, so marketing always has a fresh variant on hand without redrawing a thing.
05 Deliverables
Built to be everywhere
Stickers, collector cards, merch — every asset is drawn to survive being cropped, printed, and shrunk to two centimetres and still read as Filoo.
One character, endless campaigns.