I led the team at Big 3 Media to create a roster of Brand Mascots for the Japanese concept shabu-shabu chain Suki-Ya as part of a brand refresh campaign. Echoing the hotpot as Japanese Onsen, we re-imagined the dining experience with a roster of witty characters based on the franchise’s famed food items.

We created a comprehensive style guide, including 13 new characters specific to different consumer groups and six humourous animated skits. The campaign garnered over 46,000 views on Facebook, with 800 shares successfully launching Suki-Ya’s brand refresh efforts.

Deployed across

• In-store standees and mall displays

• Merchandise, including branded cups

• Instructional table mats and in-store POSM

• Digital signage showcasing Animated mini-series

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