Growing Up Without Growing Old
Refreshing Danimals' Bongo for a New Generation
Some brand characters become so recognizable that changing them feels almost impossible.
Bongo was one of them.
For years, the mischievous monkey had been the face of Danimals, helping generations of kids recognize the brand from across the dairy aisle. But like any successful brand asset, there came a time when Bongo needed to evolve.
The challenge wasn't to create a new character.
It was to create the next chapter of a familiar one.
Danone wanted Bongo to feel more contemporary while preserving the recognition and goodwill families had built with the character over the years. The original version leaned into exaggerated, high-energy antics and very human behavior. The refreshed vision was more intentional.
Bongo would still be playful and active—but not hyperactive.
Curious instead of chaotic.
Athletic instead of zany.
In other words, he needed to feel more like a young monkey and less like a child wearing a monkey costume.
That's often the challenge with an established brand character. You're not replacing years of brand equity—you’re carefully building on it.
You're earning the right to evolve it.
Illustrative designer Mark Riedy remembers that balancing act well.
"The creative direction was clear. They wanted to move away from the zany, over-the-top personality of the previous character and dial back some of the human characteristics. The goal was to make Bongo feel naturally active—not hyperactive."
Once the personality was established, another challenge emerged.
Consistency.
A successful brand character isn't a single illustration. It's a visual system that has to perform in dozens—even hundreds—of situations. Every expression, gesture, and pose has to feel like the same individual.
As Mark explains:
"Once we settled on the main character, the biggest challenge was maintaining continuity through every pose. Whether Bongo was climbing, reaching, swinging, or celebrating, he always needed to feel like the same monkey."
That consistency is what separates a memorable brand character from a collection of unrelated illustrations.
Of course, no character development project is without a little fun along the way.
Even within a carefully defined creative framework, there was room for personality and collaboration.
Mark laughs when he remembers one particular conversation.
"Although the creative reins were held pretty tightly, I like to think I added a spark here and a little personality there. I still remember the discussion about the placement of a butterfly that happened to be flying a little too close to Bongo's backside while he was trying to catch it with his butterfly net."
Those moments may seem small, but they're often what make a character feel alive.
The best brand characters aren't assembled.
They're discovered through hundreds of thoughtful creative decisions.
Perhaps the most rewarding part of the project came at the very end.
Watching the Danone team embrace the refreshed character reminded everyone involved why these projects matter.
As Mark puts it:
"Redesigning Bongo was almost like welcoming a newborn to the Danone design team. They genuinely enjoyed watching the character come to life. Having that level of involvement and enthusiasm from the creative team made the entire experience incredibly rewarding. Besides… what could be more fun than painting monkeys?"
Scott's Perspective
One of the things I love most about character development is that it sits at the intersection of branding and illustration.
You're not simply drawing a monkey.
You're helping shape how millions of people experience a brand.
A successful character has to be recognizable, believable, expressive, and flexible enough to grow with the company for years to come.
That's why companies don't hire experienced illustrators simply to create artwork.
They hire them to create enduring brand assets.
Because when it's done well, a character becomes much more than a mascot.
It becomes part of the company's identity.
And that's one investment that keeps paying dividends long after the last brushstroke.
