BRAND MASCOT
Mozilla Firefox

our total solution
PHASE 1
Research
Mozilla was clear with what it wanted; A fox character that would become a core part of the identity system for Firefox Lite and help it stand out from competing browsers. Plus, Mozilla knew its target audience well. However, their character needed to be marketable and play the role of a mascot in a broader form. So, we did thorough research and held brainstorming sessions to think about all ways the fox character could present itself.
Initially, the purpose of the character will be to:
- Delight audiences in Emerging Markets
- Contribute to their understanding of how the browser benefits them
- Help distinguish Firefox Lite from competing browsers
PHASE 2
Character Profile
Based on Mozilla’s target audience for this service and our creative considerations, we found that the character should:
- Be designed for mobile first as the Lite service’s usage is mainly for android mobile devices
- Entertain but have a ‘get it done’ attitude
- Have high energy that appeals to users in many countries
- Show up in a culturally appropriate way
- Be unisex so it wouldn’t limit the audience’s gender preferences
- Help users get the most out of the product and add fun
- Support how Firefox Lite is used in different mediums
- Demonstrate that Firefox is ‘on your side’ and make browsing easier
PHASE 3
Creative Design
Mozilla provided us with how they wished their character to appear:
In order to keep Mozilla’s options open, we drew several sketches and let the brand choose which one was the closest to their dream character.
Super powered
Fairy tale
Disney
Marvel
Child-like
Grown-up
Human
Animal
Comedic
Serious

PHASE 4
3D Modeling & Illustration
Considering that the character will be used in the app, social media, blogs, advertising, on Google Play store, and other platforms and mediums, Dream Farm Studios’ 3D artists developed a library of poses to showcase the fox’s multimedia presence.
