A New Brand Icon — Pulkka Design

Creating A New Brand Icon

ANGRY BIRDS

/ Concept Design
/ Brand Design
/ Visual Guidelines
/ Graphic Design

THE OPPORTUNITY

As the Angry Birds franchise continued to grow across games, licensing and consumer products, I recognised an opportunity to broaden the brand's appeal by introducing a strong female character. Rather than simply expanding the cast, the goal was to strengthen the brand by creating a character who could connect with new audiences while remaining true to the humour and personality of the Angry Birds universe.

THE APPROACH

Instead of designing another supporting character, I proposed creating a confident, independent female bird who could become the foundation for a new group of characters. The vision was to expand the Angry Birds universe naturally, creating new storytelling opportunities while introducing a stronger female presence within the brand.

MY CONTRIBUTION

I identified the opportunity to expand the character portfolio and proposed the original concept for Stella. I defined the initial vision for the character as a confident, independent female bird, with the idea that she would become the centre of a new flock of female characters that could broaden the Angry Birds universe and create new opportunities for storytelling.

THE OUTCOME

The original concept evolved into Stella and Friends, expanding the Angry Birds universe with a new group of characters. While the creative direction changed during later development, the project reinforced my belief that the strongest brand ideas begin by identifying opportunities to grow a brand in ways that feel authentic to its world and audience.