WOOLY (Concept)

Watsons wanted to strengthen its digital presence across the region while creating deeper engagement with both existing and potential customers. At the heart of the challenge was Watsons Club—its membership programme. The objective was to increase sign-ups, encourage repeat engagement, and create a more connected customer experience across online and offline touchpoints.

As part of a pitch proposal, I contributed to the development of Wooly, a lovable brand mascot inspired by Watsons' "Joyful Optimism" philosophy. Designed to accompany customers throughout their shopping journey, Wooly was envisioned as a brand character that could bring warmth, personality and vibrancy to the membership experience.

My involvement included developing brand applications, creating campaign mockups and visualising how the character could live across various customer touchpoints. The concept explored how a distinctive mascot and cohesive visual ecosystem could help Watsons build stronger emotional connections with its audience while making the Watsons Club experience more engaging and memorable.