He Tao Tao
China
HE TAO TAO
F&B BRAND IP
F&B BRAND IP
As the LINE FRIENDS brand grew in popularity with its "cute style," more commercial brands began developing their own IP images. I assisted the F&B brand "HE TAO TAO" in creating its brand IP.
Many catering brands focus too heavily on product functionality and competition at the material level, neglecting the brand's emotional resonance. In today's market, this approach falls short of meeting young consumers' desire for a meaningful experience. When designing a brand, I prioritize establishing a strong emotional connection between the brand image and the consumer.
While traditional "sweet" IPs like Hello Kitty have dominated, I noticed a shift towards more diverse IPs gaining public acceptance. I made innovative, down-to-earth attempts by developing the "walnut man" character—a walnut-inspired visual identity. This character embodies traits like cuteness, charm, and a connection to old Beijing, engaging consumers through visual elements, copywriting, spatial design, and more. The goal was to attract consumers who resonate with the brand's character, turning them into loyal fans.
How to create a viable brand IP image?
Selling point: it must be instantly recognizable.
A versatile walnut head symbolizes the walnut itself—a visual cue that's memorable at first sight. Then, the brand character is fleshed out with attributes like cuteness, charm, and a nod to old Beijing.