GEN Z had designed a dynamic visual universe featuring a variety of delightfully-offbeat critters, but they had no way to connect it to their brand story and leverage it as part of their communication strategy. So we jumped at the chance to create a ‘mascot mythology’ of sorts that would transform these critters from disjointed, nonsensical design elements into Magical, Meaningful, Comical, and Deployable mouthpieces for the brand. Tonally, we designed this fantastical universe and its characters to adopt the hyperbolic voice of being obsessed with saving the planet (I.e. Platitudes against plastic). In this way we weave in the new brand approach of using decidedly lighthearted language to promote cause-related initiatives instead of the historically heavy-handed one. Structurally, we created a relatable backstory that cast the Critters as ‘the team behind the dream’—aka real, remote employees of GEN Z. Their mythology included humorous folklore about how they came to be, their magical location, how they interact with humans, and why they love aluminum so much. And then for the core 7 critters, we fleshed out their biographies so that they become multi-dimensional, consumer-facing storytellers of the brand, added value to the Gen Z Water message, and enhanced the user experience. If you’re wondering, yes the result is something so fun that the entire Ronald McDonald squad is jealous.