We designed the mascot, Zappy, to be an instantly recognizable icon that embodied Caleb’s humour and energy, providing an authentic, energetic and fun guide to Caleb’s coffee. This visual system was strategically applied to all the packaging and digital assets. A playful and joyful tone of voice was then created that seamlessly integrated the vision into all communication channels, creating a cohesive brand identity positioning Zappy Coffee as the fun, accessible alternative in a crowded market.