Badchain
The mascot-led identity for a chain that doesn't apologize.
- Role
- Designer
- Period
- Jan 2025 — Feb 2026
- Scope
- Mascot system · Brand guidelines · Sticker & meme decks · Product UI · Editorial layouts · Wallpapers
Summary
Built Badchain's full visual world — from mascot to merch to motion — into a cohesive system that's loud on purpose.
The brief
Most chains look the same: gradient blobs and abstract polygons. Badchain wanted a face — something that could carry merch, posters, and a tone of voice without flattening into another logo soup.
Approach
- 01Designed a cast of characters that could be deployed alone or in scenes — covers, stickers, posters, lockups.
- 02Locked the system around hi-vis yellow and pure black, then built a layout grammar of caution stripes, stamps, and tabloid type.
- 03Documented the system into guidelines so the team could stay on-brand without me in the loop.
Outcome
- A brand world distinctive enough to print on merch, animate, and carry across IRL events.
- Self-serve guidelines that kept the team's output consistent.
Brand foundation
Hero poster, brand guidelines, and the wallpaper that started it all.
Characters & PFPs
Mascot family — used on profiles, merch, stickers, and motion.
Sticker pack
Telegram-ready sticker system, infinitely remixable.
Meme deck
Print-ready cards from a series of 80+.
Earn dashboard
Product UI for Badchain Earn — leaderboards, missions, referrals.
Social & event
X posts, event banners, growth-fund announcements.
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