Design of Kawaii-Style Characters

Azul Piñeiro was embarking on her career as a children's illustrator when she decided to found Estudio Kudasai with graphic designer Carlos Higuera. Thanks to their shared passion for Japanese culture and aesthetics, they decided to specialize in kawaii-style illustration.

They didn’t have to wait long before an opportunity to live in Tokyo arose. Immersed in Japan’s visual culture and aesthetics, they decided to focus their efforts on disassociating the kawaii style from the concept of something childish to position it in the market as a communication tool for all ages.