Esprit unveils new brand mascot

Recovering fashion retailer Esprit is continuing its reinvention and has unveiled a new brand mascot, Joy the Dolphin.

The company said the new initiative personifies its “essence in celebrating life, love, and togetherness. Dolphins are playful, charming, and intuitive, and are often associated with love, friendship, and kindness. They cherish teamwork and have the innate ability to display a strong sense of empathy – all values that Esprit represents”.

Joy is also said to embody the company’s “esteemed heritage and values of cheerful, caring and uplifting spirit that are brought to the present through this modern identity”.

The mascot will be used as part of “unique brand experiences, products, and customer engagement-focused activations to truly reach out and connect the brand around the world”.

The use of a dolphin as a mascot also “represents the resurgence of pink dolphins in recent years after a long absence, a sign of hopefulness”. And Joy symbolises the firm’s eco-commitment as well.

CEO William Pak said: “We hope Joy the Dolphin inspires everyone to harness the power of collective potential in society. Life is better lived together, and we can make the world a more beautiful, harmonious place by being there for each other.’”

The company had teased the arrival of Joy with a recent capsule, Color Dolphin, that came with dolphin badges. Meanwhile, the Dolphin Tennis club collection launches this month and features Joy as well.

Esprit unveils new brand mascot

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