Brand mascot design – Theodor the Seal

After two years of cooperation with the charity project Sea Dobra, we came to the conclusion that a mascot was needed. I designed a character  to bring the different projects to the same style, and to make it easier for target audience to identify themselves with the projects.

After a brainstorming session, we settled on a young seal. After, I started working on 12 illustration with him. We asked help of our Instagram followers to name the character. His name: Theodore.

While the illustrations for the calendar were in development and the character was approved, I created four separate illustrations to be  embroidered on sweatshirts.

For the calendar, I used the main colours from the project's logo plus  additional contrasting colours. To keep the rhythm in the storytelling process of the calendar, I created four complex story illustrations on a blue background, five complex story illustrations on a partial light background and thee character illustrations that would be easy to use for other purposes (printing on other merchandise, social media, etc.). Each illustration is a story from Theodore's life.

calendar ideas illustration
calendar kind illustration
calendar 9

The Sea of Goodness project works with social, medical, and other specialised institutions. On a monthly basis, we provide comprehensive support to graduates of orphanages, families in crisis, and lonely elderly people. All the money from the sales of the merchandise of the wards of the project. Buying something from the projects helps us a lot. Feel free to visit the store.


Recently Sea of Goodness started working with a large cafe chain in Smolensk. I got the opportunity to create illustrations for menus, posters and other printed products. The great benefit of having a mascot is the flexibility one character gives. You can put Theodore in different situations, with different styling, and still be on brand.

maultaschen food illustration family
ginger bread illustration flatlay

Julia van der Bos © 2023


Julia van der Bos © 2021