Lanju Brand IP Design — Julie the Dream Guardia

Date：2024.05.15

Role：Character concept creation, color & personality design, and full visual development (independently executed)

Brief

This project introduces a new youth-facing brand mascot for Lanju, a well-established mosquito repellent brand in China. Inspired by the bat’s natural mosquito-hunting behavior, the character Julie—nicknamed “菊小乐”—is envisioned as a playful, round-bodied guardian bat who protects dreamers at night. Designed with energetic zodiac traits and symbolic coloring, Julie bridges Lamju’s product function with an emotionally resonant narrative: guarding peace, dreams, and unseen comfort.

创作说明 | Creative Concept

• The IP draws from the image of a bat—nature’s stealth mosquito hunter—reframed as a protector of dreams and nighttime calm

• Concept theme: “Guarding Every JULIE DREAM”, inspired by A Midsummer Night’s Dream, evoking mystery, comfort, and the magic of sleep

• Character name “Julie” blends sweetness with clarity, while “菊小乐” ties directly back to the Lamju brand

• Personality: Sagittarius archetype—bright, passionate, responsible, and endlessly curious

• Color palette: #eaa14e (amber orange) + #eed770 (lemon yellow), chosen for warmth, alertness, and friendliness

• Designed as a standing, round-bodied bat with softened outlines to reimagine bats as cozy, caring companions—symbolizing invisible care and home safety

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榄菊IP设计 | 菊小乐Julie