Many years ago I developed an obsession with brand mascots: cute, easily recognizable characters that convey the personality of a brand or product, adding a relatable warmth.

The history of North American commercial illustration is filled with examples of characters being used to advertise everything from breakfast cereals & snack cakes to household services & gasoline, peaking in the 1950’s & 60’s.

While the mascot concept is alive and well in other parts of the world, the use of illustration in western advertising has declined steadily in favor of photography and graphic design, and the brand mascot has slowly faded away – an idea I intend to do my best to keep alive, at least in spirit.

Fat Bear 24 Hour Convenience is an imaginary place. It is open 24 hours, conveniently located, and has a huge variety of drinks and snacks of all sorts. Day or night, there is plenty of room to sit and enjoy a quick tasty bite with your friends.

Casting myself in the role of both the designer and the imaginary client, I’ve created a gang of brand characters featured in a set of hand-pulled screen prints and functional re-usable shopping bags.

This colorful collection serves as my ode to a lost slice of advertising history, as well as a challenge: Why can’t this really exist today?

Pete Ellison