Super Chubby the interpretation of Mr Gumba
The Good Guise saw their advert in the local newspaper depicting an animated superhero character and felt that it had the potential to be so much more.
We contacted the company’s marketing department. They advised that we should speak with their video production advertising agency. The Good Guise made several proposals to the agency depicting ways to strengthen the Gumba and tailor the Gumba identity to better reflect the values of the brand.
From the discussions about the interpretation of the character for the brand we found out that they were having trouble with the fit of the outfit their actor was using in the shoots and they would have to spend many hours retouching the footage before it was ready for prime time TV. Not only was this a time consuming activity, but it was also becoming expensive. Together The Good Guise and the Video Production Agency presented our proposal to the client to produce two brand new outfits for the next filming of their TV advert. This will help the Agency and the client to produce their videos more effectively and for the client to better present their brand values to the public. Whatever your problem, The Good Guise can help you solve it because: the show must go on…!
In order to create a concise brand identity package, The Good Guise investigated many design aspects: from the style of costume to the name, the precise look and feel for the logo, the fabric choice and selection of colours to some of the more practical aspects such as durability, comfort and fit and the manufacturability of the mascot’s costume.
The Good Guise even supplied colour fabric swatches of the actual material to be used in the manufacture of the outfit to ensure that there was a good colour match with the corporate colors.
Interpretation
The Good Guise are masters of interpretation. Being able to fabricate a mascot is one thing, but we can all agree that a mascot that has the same look is not at all the same as a mascot that looks right and definitely not as good as a mascot that has been correctly interpreted and then fabricated with great care and skill. For the Gumba mascot, the Good Guise spent time exploring how to interpret the character and understanding what it should feel like through sketching the mascot went from a Super Hero to a more friendly approachable mascot. We know you prefer your porridge JUST RIGHT!
During the design phase The Good Guise even suggested that Mister Gumba should be more athletic, like a real Superhero. Only to find out that their character had to be chubby; an association with being well-fed, jovial, likeable and friendly. Very valid brand values for a food store chain and the main driver behind the reinterpretation of the Gumba Character as you can see on the right above.
As the Gumba Superhero character morphed into the new more brand aligned character we gave him a more friendly approachable name – Superchubby
No matter what you are looking for, The Good Guise have the design skills and experience to turn your idea into something that your company and customers can relate to and feel proud to engage with.