Character Design & World-Building
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Printed 3D Lenticular Stickers
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Custom Charm Product Design
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Masthead Typography
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UI Design
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Campaign Key Visuals
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Character Design & World-Building ✳︎ Printed 3D Lenticular Stickers ✳︎ Custom Charm Product Design ✳︎ Masthead Typography ✳︎ UI Design ✳︎ Campaign Key Visuals ✳︎
chubee debut
Building an endearing, highly collectible mascot universe that seamlessly bridges digital interfaces and tactile physical products. By crafting Chubee’s distinct silhouette, custom masthead typography, and interactive physical merchandise, like 3D motion lenticular stickers and sleeve charms, the launch transforms a product drop into an immersive brand character experience.
Official lookbook
3D Work & Shot by Jasdesigner
Engineering a holistic mascot universe by combining custom character design and 3D lenticular merchandise with high-converting landing page UI.
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Developed the original Chubee character proportions, expressions, and color palette from scratch, paired with a custom chubby typographic masthead that grounds the sub-brand's playful personality.
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Designed collectible physical merchandise, including printed 3D lenticular motion stickers that reveal shifting Chubee animations and custom molded charms tailored for daily accessories.
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Architected the promotional landing page layout and digital campaign suite, ensuring Chubee’s whimsical world seamlessly translates into a structured, high-converting web interface.
THE CONCEPT
Visual direction, character design, bespoke product development, and digital campaign design for the launch of ZUS Chubee. Built to introduce an iconic, playfully proportioned mascot identity to the ZUS universe, the project encompasses custom character development, printed 3D lenticular sticker sets, collectible charm product design, a custom campaign masthead, digital landing page UI, and high-impact key visuals across all brand touchpoints.
MASTHEAD DESIGN
Designed a custom inflatable typographic masthead for the ZUS Chubee sub-brand launch. I created the original lettering vector identity inspired by the rounded, balloon-like aesthetic of my sticker set, then art-directed our in-house 3D artist to render the mark into a tactile 3D soft-plastic balloon asset. The result serves as the primary visual anchor across all campaign collateral, packaging, and digital touchpoints.
STICkER DESIGN
Set the overall visual direction and illustrative style for the Chubee campaign stickers. To reflect the playful, rounded personality of "Chubee," I designed a set of soft, jelly-like graphic elements—including flowers, bows, heart balloons, and custom lettering. I specifically rendered glossy gradients and translucent rim lighting into the 2D vector art so the printed 3D lenticular stickers would pop with dynamic depth and tangible texture in real life.
Final design engineered with depth, glossy textures, and soft lighting to mimic a 3D lenticular print effect.
Exploration and set direction of the Chubee brand for the 4R collectible sticker pack.
chubSTICK
character design
Designed Chubae, the official mascot of the ZUS Chubee campaign, entirely from scratch. Taking direct inspiration from the physical curves and "shoe" base of the ZUS tumbler itself, I developed Chubae’s soft proportions, friendly facial expressions, and signature flower emblem. After establishing the 2D character sheets, I guided our 3D artist on the exact glass-like translucency, interior glow, and soft surface sheen to bring Chubae into three dimensions.
An original character concept directly inspired by the rounded silhouette and boot shape of the tumbler.
CHubae
Translating 2D character turnarounds into fully lit 3D renders with a translucent, jelly-like finish.
packaging DESIGNS
Created the custom packaging suite for the ZUS Chubee line. Selected a vibrant yellow and sky-blue color-blocked palette with clean vector typography, ensuring the unboxing experience felt premium, collectible, and instantly recognizable on retail shelves.
PRODUCT design
Spearheaded the product design for the collectible accessories line, including custom molded PVC charms, woven lanyards, and cup sleeve. I conceptualized each charm design, translating ZUS coffee cups, butter blocks, and brand typography into tactile miniature badges. Worked closely with the industrial designer to ensure the color matching, mold depths, and strap tolerances matched the technical specifications.
landing page design
Architected the UI/UX layout and visual storytelling flow for the digital ZUS Chubee web experience. I designed the interactive web screens in Figma, balancing product feature breakdowns with playful micro-interactions. I art-directed our 3D artist on the asset placement and motion sequences, while collaborating with an outsourced web developer to translate my front-end UI designs and responsive layouts into a seamless back-end execution.
