Jony Ive's LoveFrom collective has introduced a new mascot, Montgomery the bear, marking a playful evolution of its minimal branding strategy, challenging ideas of mascot relevance.
The animated Montgomery bear playfully interacts with users on the LoveFrom website, bringing a lively charm and suggesting that brand mascots still hold value in today's design landscape.
LoveFrom's wordmark, 'LoveFrom Serif', represents four years of meticulous refinement by Jony Ive, showcasing his dedication to both branding and character design.
Montgomery the bear previously appeared on luxurious apparel with Moncler, but his debut on the website signifies a deeper integration into LoveFrom's identity.
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