Finch was looking for something that they could use in multiple designs, a character that would be the sort of mascot of the company. It had to be simple enough to not overpower the main assets on designs and cool enough to match the overall feel of brand. Since Finch clothing is made from recycled materials, such as water bottles, we ended up going with a bottle shape. Initially, we started the design off in color, but ended up going with a more simple color scheme. As you can see we went through several rounds of revisions and designs, but ultimately went a simpler shape and design.