Bolo | Liverpool
From mascot to a character with a world of his own.
Brand identity Brand strategy
Giving a character a life of his own.
Liverpool wanted to bring greater consistency to Bolo and develop him as a character brand. We spoke with children across Mexico, parents, child psychologists, character specialists and artists. Their perspectives informed the personality, story and behaviour behind the familiar bear.
The work defined how Bolo should act as well as how he should look. Guidelines covered his voice, clothing, poses, height, personal space and licensing, giving the teams involved in his development a shared understanding of the character.
One character, many ways to meet him.
We worked with the creative teams to produce a consistent character manual and redesign the Bolo Town, Bolo Fest and Bolo Tour identities. The system gives products and events a clear relationship with Bolo while leaving each experience room to develop.
Bolo’s 3D redesign was developed with Reality Kraft and Liverpool’s marketing team. We also designed a 2D version for greater flexibility across communications. Both versions follow the same character direction, connecting different formats through a common personality.
