Prax’s is one of Dubai’s up and coming home-grown fast-food brands, serving fusion-inspired oriental favourites. Located in Jumeirah and Barsha Heights, the brand concept is inspired by Japanese manga culture and big-city neon settings. As part of its brand awareness initiatives, Trivium helped develop a brand mascot for Prax’s and keeping true to its oriental nature, we introduced the Prax’s Ninja. The character amplified the brands promise of being Asian, fast and dynamic. The mascot’s look was also adapted by delivery boys who were called Delivery Ninja’s. The mascot was also used for various social media and digital marketing communications.