Mister Onça - Mascot Brand System

A concept UX/brand design project that explores how a mascot-driven experience can enhance engagement, trust, and responsible interactions in a regulated online casino operating in Brazil. The project’s goal was to build an emotional connection with players in Brazil while demonstrating that they can trust the games, play responsibly, and that regulators are credible.

Problem

Brazil is one of the world’s most culturally vibrant digital markets, but it also has strict regulations around gambling, fairness, and responsible gaming. Typical casino branding relies on high-pressure CTAs, exaggerated win promises, and flashy visuals. These tactics work in unregulated markets, but for a responsible, licensed product in Brazil, they risk regulatory non-compliance, player distrust, and negative emotional triggers. The design goal was to craft a user-centered mascot experience that builds emotional connection, communicates trust, encourages responsible behavior, and enhances UX across touchpoints.

Solution

A modern, semi-cartoon jaguar mascot that acts as a friendly guide, speaks with calm confidence, invites play without pressure, and reinforces safety and fairness. By choosing the jaguar, an iconic Brazilian animal, and designing a modern, casual, and confident character, I introduced Mister Onça as a welcoming host and guide. His personality avoids pressure, stereotypes, and exaggerated promises, focusing instead on fair play and enjoyment.

Strategy & Insight

Brazilian users value:

Warm, authentic experiences
Trust and clarity
Respect for autonomy and safety

Design hypothesis:

A mascot can humanize the product, but only

The tone is respectful and calm
It reinforces choice, not pressure
It aligns with responsible gaming

Mister Onça doesn’t chase players. He walks alongside them.

Brand System

Mister Onça is a bilingual-friendly name that feels respectful, confident, and approachable.

He wears a smart-casual outfit (blazer, t-shirt, and sneakers) and uses a Brazilian-inspired color palette (yellow gold and green).

Do’s & Don’ts

Use Mister Onça as a guide, not a seller
Invite, never pressure
Keep tone human and respectful
Align all messaging with regulatory standards

Don’t

Promise wins or luck
Use aggressive CTAs
Infantilize the character
Use gambling stereotypes

He should be used across: visual identity and UX, promotions and social media, CRM (email, push, in-app messaging), and responsible gaming communication.

Key Insight

A casino mascot doesn’t need to sell wins. When designed with cultural sensitivity and responsibility, it can become the brand’s most trusted voice. He can successfully bridge Brazilian culture and international gaming standards. By combining strategic insight, friendly design, and compliance-first messaging, the brand can create a scalable system that drives engagement, trust, and sustainable growth.

year

2026

timeframe

UX/UI & Product Designer

tools

Photoshop, Figma, Nano Banana