What begins as a scribble can sometimes grow into something much bigger. For Bub, it became an entire world. Created by Nitya Bellani, Be A Bub is a character-led project that sits somewhere between illustration, storytelling and personal mythology. It is playful, chaotic, self-aware and deeply human. At its core is Bub, a character that feels both imaginary and strangely familiar.
“Hi, I am Bub,” the character introduces itself. “The unseen, the unheard, the keeper of delusion and the breaker of dull in adulting.”
From the beginning, Bub was never a strategic project or commercial idea. It emerged instinctively, shaped by a childhood fascination with cartoons and a desire to create a world that did not yet exist. “It didn’t start with ambition or intention,” Bellani explains. “It started as a haven.”
That sense of freedom remains central to the project. Bub represents a mindset as much as a character. A way of thinking that resists structure, embraces curiosity and leans into the absurd.
As children, imagination comes naturally. There is space to wander, to question and to invent. Be A Bub revisits that space, holding onto it rather than outgrowing it.
“Through growing up and shedding the excess, Bub remained,” she says. “And in the end, Bub stood as a light.”
Over time, the project has expanded from a simple doodle into a broader creative universe. Bub now exists across digital platforms, exhibitions and collaborations, while still maintaining its raw, instinctive energy.
The character has already gained recognition internationally, winning at the Pin-Up Show Atlanta 2023 and receiving the People’s Choice Award at the Museum of Design Atlanta. It has also been featured in the Type For Kindness Gallery in both 2024 and 2025, as well as the Artists for Climate collection.
Despite this growing visibility, Bub still feels intentionally unpolished. There is a looseness to the work that resists over-definition, allowing it to evolve naturally.
“Did I give Bub a voice, or did Bub give me one?” Bellani reflects.
Collaboration is now a key part of the project’s direction, with Bub appearing across clothing, campaigns and product design. The aim is not just to create work, but to build connections through shared curiosity and humour.
At its heart, Be A Bub is an invitation. “You’re all invited, and it’s BYOB. Be Your Own Bub,” she says. “Come as you are. Stay curious. Question everything.”
In a world that often demands clarity, structure and certainty, Bub offers something different. A reminder that creativity can begin with instinct, that play still matters, and that sometimes the most meaningful ideas come from the simplest of marks.
“In the wise words of Bub,” she adds, “with no responsibility comes great power to choose.”
ARTIST LINKS
