Communication

Yummy IP Illustration

Extra Form

Area	China
Year	2025
Award	WINNER
Affiliation	Joy Studio
Designer	Qingyu Du, Jun Zhang
Description(English)	This set of IP illustrations is inspired by capturing the simple joys of daily life. The pictures are constructed with brightly colored elements, symbolizing the colorful and vibrant life. The characters' desire for food is the instinctive pursuit of human beings for material enjoyment, it reflects our spiritual yearning for simple happiness in a busy world. Food is like the little things in life that make us happy, reminding us that happiness is often hidden in ordinary daily life. This set of illustrations can be applied to brand promotion and product packaging to enhance brand recognition and meet the users' emotional demands.
Description(Native)	这组插画的灵感源于设计师对日常生活中简单快乐的捕捉。画面以多彩的元素构成，象征着丰富、充满活力的生活。IP形象对食物的渴望是人类对物质享受的本能追求，体现了我们在忙碌的世界中对简单幸福的精神向往。食物就像生活中那些让我们感到快乐的小事，提醒我们幸福往往隐藏在平凡的日常生活中。创意上把IP身体造型的一部分与食物造型融合（例如身体扭曲成了吸管的造型、胳膊拉长成薯条的造型、身体变成披萨的样子等）来表达“等不及吃的美味”这个概念。这样独特的3D风格，丰富的色彩运用和生动的画面表现可以让这个形象在人群中脱颖而出，迅速吸引观众的注意力。这组插画形象可以应用于品牌推广和产品包装，提升品牌认知度，满足用户的情感需求。
Positive Comments
Judging Comments	This set of IP illustrations draws inspiration from the simple joys of everyday life. Using bright colors and playful characters centered around food, it conveys both material enjoyment and a deeper longing for happiness in daily moments. Beyond visual charm, the illustrations were praised for effectively strengthening brand promotion and packaging, resonating with users’ emotions while enhancing recognition.

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