‘The way the world is, something daft is appealing’ – why everything from pizzas to podcasts has a cartoon character on it

A distinctive cartoon illustration style, rooted in 1920s 'rubber hose' animation and influenced by graffiti, vintage Americana, and underground comics, has become ubiquitous in contemporary branding. This aesthetic, characterized by exaggerated, jointless limbs and friendly faces, now adorns everything from independent pizza shops like London's Yard Sale Pizza to wine labels for Top Cuvee, podcasts, and even global fashion collaborations.