Dinny Bug

The Brief
The brief was to create a distinctive ladybird character to form the core of the brand identity, designed to work across clothing and accessories.

With a background in fashion and children's wear, the focus was on building something simple, recognisable, and easy to apply across different products and scales.

The Approach
The character was reduced to its most essential forms, using clean shapes and bold contrast to ensure clarity at any size. Proportion and repetition were key, allowing the design to work just as effectively on labels as on larger applications.

Rather than overworking the detail, the strength comes from restraint, keeping the mark playful but controlled.

The Outcome
A clear, versatile identity built around a single character that carries across the full range.

The result feels confident, recognisable, and commercially practical, while still retaining a personality.