Development of a brand character system for Aoi – Mother & Baby, a sub-brand of Inochi. The concept is inspired by the Japanese bird “Aoi” and the visual identity elements derived from the brand logo, forming the foundation of a playful and recognizable character universe.
The project builds a series of illustrated narratives featuring the Aoi bird in a variety of everyday situations, reflecting the brand’s core values: friendliness, care, flexibility, and joy in daily life. Through simple, expressive storytelling, Aoi becomes a cheerful companion that follows the rhythm of a child’s world—eating, playing, learning, and discovering small moments of happiness.
The character system is designed as a consistent visual language applied across infant milk products and a wider range of mother-and-baby essentials. Beyond packaging decoration, Aoi functions as a long-term brand mascot, creating emotional connection and continuity across all touchpoints.
Through its lighthearted and adaptable personality, Aoi transforms everyday care products into a warm narrative experience, supporting the brand’s vision of being a friendly and trustworthy companion for both mothers and children.
Commissioned by B&A
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