The Brand

As a parent, I truly appreciate it when brands prioritize initiatives that are designed with kids in mind. It demonstrates a sense of responsibility and compassion that I believe all brands should embody. United Airlines was again a pioneer in this space with their Community Affairs program “Adventure Bears” that raised money for children’s health organizations. Ben Flyin was the newest member of the family, a fuzzy brown teddy bear adorned with a blue lined United cargo vest. 

My team was tasked with the design of a kids snackbox. It was my job to determine what went on the snackbox. So I pitched Ben as our mascot for all things kids. I wanted to develop a product and character that took both child and parent into consideration. While United’s master brand is “friendly” we didn’t exactly have assets that would appeal to kids. Ben was the picture perfect junior mascot for United, their kids snackbox, and really all things kid-related.

We kicked off the project listing attributes that we wanted Ben’s personality to include. He needed to be global, relatable, trustworthy, and of course fun and safe. We had the foundation of his stuffed animal, now we had to bring him to life.

Creative Director
Erica Malacarne

Art Director
Brittany Campbell

Designer
Alyssa Welch

Illustrator
Christian Jackson