Merch and character design for fitness influencer ExtraFirmTofu.
ROLE:
Branding, character design
TIME:
2 weeks (Feb 2019)
TOOLS:
Photoshop
Tiffany Yang, better known by her online persona ExtraFirmTofu, is a rising fitness influencer, YouTuber, and powerlifter. As her online presence grew, she recognized the need to further enhance her brand identity. My mission was to design a mascot that would bring her personal training brand to life. Playing with her username, "ExtraFirmTofu," we decided to go with a buff tofu character, as it resonated perfectly with her fitness-oriented persona, while also adding personality to her brand.
I experimented with a variety of poses, from dynamic powerlifting stances to more light-hearted and humorous depictions as seen below, but I wanted the chosen pose to reflect the diverse aspects of Tiffany's fitness journey. I eventually gravitated towards the flexing dumbbell pose because it symbolized the essence of weightlifting while also being relatable to a wider audience.
At first, I was thinking of going with a chibi mascot, but Tiffany preferred a full-body concept that emphasized the character's muscles. I exaggerated the proportions and expressions to make it more playful and humorous. I went back and forth between using an angry or sexy expression, but opted for angry since it fits more with her brand's message of empowerment and self-motivation.
I had a lot of fun creating this character and working with an old friend! The mascot turned out to be a hit not only for ExtraFirmTofu but also with her fans. It even sparked some extra creativity – her boyfriend at the time loved the character so much that he even asked for a spin-off version for his channel, incorporating his own sloth mascot flexing its strength in the exact same pose and design:
Awww, looks like that's the end.
Hi again, I'm glad you're here 🫶
Let's connect!
