Judes mission is to bring bladder care into the mainstream and to deliver "no longer embarrassing", accessible and downright better bladder care to the masses, sparked the need for a set of illustrations that would personify this ethos of openness and acceptance.
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A blast of brand personality.
Pete Clayton is a master of adding great bit spoonfuls of personality to a brand.
With quite a strict brief as to who Jude should be Pete was able to develop this to great effect and so Jude was born...and she has a few friend too.