Concept Brand · 2025
When Pigs Fly
A character-led concept identity for a plumbing brand.
What this project is
A self-directed concept brand for a plumbing company, built around one idea worth committing to fully: pigs really can fly, wrench in hoof.
The challenge
Prove that a 'boring' trade industry can carry real personality and a genuinely memorable mascot — without the idea tipping into novelty and becoming unusable on an actual van door or invoice.
Creative direction
An illustrated flying-pig mascot was developed and then disciplined into two lockups: a flat wordmark-and-mascot version for wide formats, and a circular badge for stamps, vans and social profiles — both built on the same confident navy, sky-blue and orange palette so the humour never undercuts the professionalism.
How it came together
Two lockups, one mascot
A wide, flat version for headers and signage; a circular badge for anything that needs to work small.
Into stationery
The badge mark carried onto letterhead, proving the identity outside the logo file.
Personality first, professionalism never sacrificed.
