Persil’s parent brand “Dirt 4 Good” wanted to create a mascot to demonstrate how germs can hide in plain sight, but in a light hearted playful way.

We did this by creating a character named Leo, who’s personality was defined as balance of cheeky, playful and mischievous, without becoming scary or creepy. We took into account how it would move, it’s body shape, any extra features it might have like horns and claws, as well as the texture and colour of its’ fur.