Billie

Billie is the mascot of bol, the biggest webshop in the Netherlands. For years he was a blue egg-shaped fellow in a suit; then a rebrand turned him into a soft round blob, and half the country mourned the suit guy like a fallen Godfather character. The blob won anyway. Modern Billie DJs, lifts weights, and tells the entire Low Countries to effe bollen. A masterclass in surviving your own redesign discourse.