"Blind Box"-Build an IP commercial operation ecosystem to empower the brand.

Customer Service: Beijing Jingdong Century Trading Co., Ltd.
Design Team: No Design WOO DESIGN
Category: Product Design | IP Derivative Design
Service Content: Appearance Design | Image Derivative Design | Product Packaging Design | Supply Chain Integration
Service Date: September 2019

JOY "is familiar and loved by consumers as the mascot of Jingdong brand. In order to further enhance its popularity, create an IP mascot image and build an IP commercial operation ecosystem. For this reason, Jingdong Group invited no design to carry out IP image derivative design for its JOY & DOGA, hoping to build a bridge of communication through our design image products and gain the aesthetic identity of the younger generation of consumers while enriching and designing derivatives!

Strategy: First: In order to achieve the unity of the main line, it is necessary to use the "story-based scene" main axis presentation and scene series. Second, the use of "emotional resonance" to achieve a sense of group psychological identity and spiritual belonging, this emotional connection allows users to continue to invest. Third: "Rejuvenation" According to market data, young groups are absolutely dominant. Third: "Quick Break Circle" seeks public recognition, because the more value of this series of blind boxes lies in strengthening JD.com's brand awareness and stickiness. We need more public recognition and participation, and there is no need for too niche and unique blind box methods. Fourth: Through hiding money and other extensions of the ability to continuously build series IP, "continuous attention" has become a cultural symbol in the circle.

Design: We convey a certain story to different images by constructing story scenes, and at the same time make different images connect together to achieve integrity. We choose childhood memory and fun as the theme to dig out the classic childhood memory scenes of the post-90s. Moreover, this memory point is consistent with the common collective and can arouse the resonance of the collective heart. Our team conducts a large number of brainstorming to dig out the most classic childhood scenes, finally, I chose some of the most familiar memory points of Trojan horse blowing bubble rainbow ring glass ball lollipop bamboo dragonfly game machine. According to the personality of different images and the setting of the characters, the scene is matched, the facial expression and action are flexible, and the dynamic design is fresh and natural. unlike you, there is a state of adoration, which moves the heart at the first sight and produces a sense of identity! In the color design, we use low-saturation and high-brightness colors to make the product color system reach a unified state, and at the same time meet the aesthetic needs of the younger generation. In order to highlight the uniqueness, the hidden model is differentiated on the color, and it has a unique personality. In order to increase the playability of blind box products, we design the bamboo dragonfly in the bl-ink as a rotatable mechanism, and the hidden DD adopts magnetism, which can, you can play with it.