Thanks for sharing, it looks like he's having a lot of fun with it.
The video shows a lot of the creative process but I'd also want to know how he came up with this and the whole business plan behind it - if he even has one and is not totally doing it for fun. Like, why bunnies? Why this theme? Why this illustrative style? What is the target market? I wonder if the style came naturally from his own illustrative work or if he consciously developed it for this particular brand. It would probably take me forever to decide on a style, especially if I had no clear vision for a product.