To recapture the emotional connection consumers had with the brand from childhood, we focused on the bears that had been featured on the product for years. Since the bears are the heart of the brand, we took them from inanimate decoration to life-like characters.
From the 3D wireframes and carefully chosen poses, down to individual hairs, inquisitive smiles and twinkling brown eyes – every decision we made had one goal in mind – make it impossible not to look and smile when you saw the bears. To further extend the brand, we worked with renowned toy maker Gund on the creation of actual teddy bears. Pigeon was involved in all aspects from pattern design to fabric and stitch selections. The bears found their way on-to POS, branded collateral and eventually even made an appearance as life-size characters at the Santa Clause Parade.