Project Name: Dandy Mandy
Execution:
Client: Mildura Fruit Company (MFC)
MFC wanted to expand their market share by creating a fun, family-friendly character to champion their new variety of sweet and seedless mandarin under the Sassy Citrus family. Given the nature of the characters under this umbrella, the character had to be quirky enough to capture supermarket attention in a highly competitive market while being universal enough to translate across the Australian, Asian, European, and American markets. The mandarin is a new citrus variety, cultivated with consumer preference in mind—deliciously sweet, seedless, and easy to peel.
After many iterations of potential names, it struck a chord with us that an awful lot of attention had been given to the physical characteristics of this fruit during its cultivation. The very meaning of ‘dandy,’ meaning “giving exaggerated attention to personal appearance,” and the bonus of ‘dandy’ and ‘mandy’ being rhyming words, worked on many levels, especially for name recall. The character’s design is based on a personified mandarin dressed as a dapper magician. Bold, bright colours were purposefully used to enhance shelf presence, while our quirky and bold character is a nice addition to the Sassy characters in the Sassy Citrus family tree. Why a magician? Having tried it, we can honestly say not only is it delicious, but it is kinda magical for parents on the run looking for a quick, healthy, and convenient snack for the kiddos.
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