The African Honey Badger may be small and quite cute-looking, but it has a well earned reputation for being the world's most fearless animal. (You can see why here)
Which makes it the perfect mascot for Taxi Studio, a fearless brand design studio which has built a big reputation on the belief that no one ever had a great idea by playing it safe.
For us, it's self-evident that, in increasingly cluttered and competitive modern markets, brands need to be prepared to take risks to survive and flourish.
Of course, that doesn't mean living dangerously, for the sake of it.
But it does mean we're never afraid to challenge our clients; constantly pushing them - and ourselves - to come up with fresh insights. To rethink the possibilities of their brand. And never, ever to settle for ordinary. Sometimes, if we're honest, it can make us a bit of pain to work with.
But the bottom line is, we're in business to give our clients the edge over their competitors. And we've proved time and again that the most effective means of achieving that is through Fearless Creativity.
Or, as the SAS rather more succinctly express it: Who dares, wins.