Dashiru

Dashiru Running Co. is a conceptual brand created to explore a gap in the running apparel market — a thoughtful middle ground that balances personality with restraint under the motto, “Simply, the run.”

At the center of the brand is Dashiru, a mascot whose name blends the Japanese word hashiru (to run) with the English word dash. Always depicted with a smile and a big belly, Dashiru embodies joy, presence, and approachability. The brand philosophy encourages runners to embrace both mindfulness and levity — to focus fully on the rhythm of the run while remembering not to take it too seriously.

For this project, I developed the brand identity, designed the Dashiru mascot, created foundational merchandise concepts, and art directed the visual world surrounding the brand. To extend the project beyond illustration, I leveraged AI-assisted tools to generate custom photographic backdrops, filling production gaps while maintaining creative control.