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Go Puff
Meet Puffy
Task: Gopuff is looking to evolve its email campaigns from an overly edgy aesthetic toward a more polished, trustworthy design. The goal is to retain an approachable tone while introducing greater visual clarity,
The design direction for this campaign was relatively straightforward — by increasing white space, softening corners, and switching to lighter, more modern fonts, we were able to achieve a cleaner and more refined aesthetic. However, the bigger challenge was maintaining Gopuff’s approachable tone without leaning too heavily into its previous edgy style. After exploring several options, we landed on a simple but effective solution: Puffy - a blue, round, cartoon-style mascot created to act as a visual anchor for the brand. By introducing a playful character into an otherwise professional design system, we wer able to bring warmth, relatability, and a touch of personality to Gopuff’s emails — without compromising clarity.
Phase 2
More than Email
Idea: What began as a simple Gopuff email rebrand quickly evolved into the development of a full-fledged brand identity. Enter Puffy — a character with the potential to become so much more than an email asset.
My goal was to make Puffy some sort of influencer, and for that to happen I needed to increase visibility to help boost social currency. To achieve this, I created social media and print ads featuring Puffy, positioning the character as a recognisable mascot, much like the Meerkat from Compare the Market. I also developed an in-app tracking icon and a suite of GIFs for Gopuff to use across digital platforms to drive engagement. To extend the brand even further, I designed a custom pattern for packaging, delivery trucks, and Gopuff-branded products. The potential for this mascot is limitless, and these examples only scratch the surface of how Puffy can elevate the brand across all touchpoints.
Phase 3
Hello Puffy
Puffy can be so much more than a mascot; it can be the voice of the company. What Siri is to Apple, and Alexa is to Amazon, so can Puffy be to Go Puff.
Inspired to give Puffy more than just a mascot role, We explored ways it could evolve into a functional part of the user experience. My solution was to infuse its personality into a basic AI model that serves as a friendly assistant, helping users reorder items, file complaints, create grocery lists, manage subscriptions, and simplify a wide range of everyday tasks. By integrating Puffy into these interactions, the system reduces friction, saves users time by anticipating their needs, encourages higher engagement and repeat purchases through personalised suggestions, and transforms routine transactions into a more interactive and enjoyable experience that deepens brand connection and loyalty.
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