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Concept
Fido & Dido x 7up
A conceptual brand revival for Fido Dido, reimagining the iconic 7UP mascot for a new generation through the idea “Cool Never Left.”
- Client
- Year
- 2026
- Role
- Brand Identity, Art Direction
- Category
- Concept
Overview
This project explores a minimal 2D vector design language combined with bold typography and clean editorial layouts to reposition Fido Dido as a timeless symbol of effortless attitude in today’s fast-moving digital culture. Instead of nostalgia, the focus is on relevance — showing how simplicity, confidence, and calm presence feel more powerful than ever in a noisy world.
Approach
The mark is built from five modular segments that can break apart and recompose. Each release gets its own arrangement and its own two-colour palette, drawn from a fixed set. What never moves is the grid: the same margins, the same type scale, the same corner placement on every sleeve, poster, and shirt.
Outcome
A seamless, brand mascot revival campaign that resonantes with the target audience, resulting in increased engagement and brand recognition. The modular system allows for continuous evolution of the brand identity while maintaining a cohesive visual language.
Selected artwork — 7 pieces · click to zoom
Filed under
IdentityModular SystemMusic