Meet Woofie

When Woofle Challenges approached me, the logo was already in place. The challenge was to extend this existing identity into a character system: a mascot able to move, react, and adapt across multiple contexts.

Woofie was designed as a flexible visual element rather than a fixed illustration. By reusing the speech-bubble shape from the logo as his body, the character becomes an extension of the brand itself. This form can rotate and transform to express emotions and actions, allowing Woofie to remain recognisable while constantly changing.

The result is a mascot that functions as a modular tool, able to live naturally across social media, posters, and objects, while maintaining a strong link to Woofle’s core identity.