Bird mascot for Øresundsbron

Øresundsbron launched the mascot Gustav, a seabird developed to represent ØresundGO’s visual identity and values.

Ibsens Fabrikker A/S was responsible for transforming the digital character into a physical mascot costume that could function in an event context and create direct engagement with the target audience.

A physical mascot functions as a link between the digital and physical universe.

When the same brand character appears across touchpoints, it creates recognition and a more cohesive customer experience.

The audience does not encounter a new expression, but an extension of the brand they already know. At the same time, a mascot makes it easier to create interaction.

The character invites interaction in an informal way and can attract attention, create smiles, and lower the barrier to dialogue.

This also applies to people who would not otherwise actively seek contact with a brand.

A brand character also serves as a concrete representation of the experience a company wants to give its customers. Instead of communicating values abstractly, they are embodied in a character that the audience can quickly understand and relate to.

With Gustav, Øresundsbron gained a physical element that supports the digital communication and makes the brand more accessible in interactions with people.

The case demonstrates how a mascot can be used to create visibility, dialogue, and a more cohesive customer experience when digital and physical brand experiences are connected.

See also our case with plush toys for Hotel D’Angleterre and get inspiration on how teddy bears can be used together with a mascot.