Mr.Mead is a traditional mead brewing brand based in Vancouver, Canada, the keywords of it revolve around exquisiteness and ingenuity. The representative character of Mr.Mead was designed through “characterize the human” instead of “personificate the bee”, in order to show Mr.Mead’s craftsmanship. In the creative process, each stroke of the typography, facial micro-expression of the character, and the golden triangle ratio formed by the wings of the bee and the hat, each subtle element was thought to reflect Mr.Mead’s persistent and serious attitude towards mead.