1. Project Background
The cute rabbit, the image of Meila App, was designed in 2013. At that time, three views and 2 expressions of the cute rabbit were designed. Since the image of the cute rabbit has not been optimized since the beginning of design, we have a question about the current image: whether the visual form of the cute rabbit is in line with the product tonality of the Meila App. Based on this problem, we started the design of this image update.
Visual issues with existing versions
The cute rabbit image has a high similarity with the rabbit image in the market, and the personality is not prominent enough to leave a deep impression on users.
△ Rabbit image design collection
The design style and expression of the cute rabbit image are relatively old, and it is still the design style of 2013. At the same time, it is relatively younger, the gender is not obvious, and the aesthetics is lacking.
△ Cute rabbit image problem analysis
Several explorations and designs within the design have not been able to satisfy the tonality of Meila’s products for the time being.
△ Design internal image exploration
Image update target
Meila Rabbit is positioned as the image spokesperson of Meila App 5.0, communicates emotionally with users, and arouses users' favorable impression b2b data of Meila brand. Removing the "cute" of cute rabbit and changing its name to Meira Rabbit is more convenient for users to remember, and it also changes the image from focusing on cuteness at a young age to focusing on the design direction of women's personalization. It is in line with the upgraded product tonality of Meila App 5.0.
2. Image update
Meira Rabbit needs to be more feminine and beautiful, and try different rabbit elements in the creative process. In terms of color, Mela Rabbit uses the brand color of "Meila" and the pink for women as the main color.
The character setting of the design proposes two directions to explore the anthropomorphic or animal-like image of the Mera Rabbit. The overly anthropomorphic design is difficult to resonate with users because the image is too specific. The animal-like design is indistinguishable from the existing rabbit image because it is limited to the inherent shape of the rabbit. Therefore, the design expression between anthropomorphism and quasi-object is finally chosen. Form, 15 draft design attempts were made.
△ Exploration of the design scheme of Mela Rabbit
A form of design expression between anthropomorphism and quasi-object.
△ first draft image
The design expression between anthropomorphism and quasi-object has been recognized by everyone, so a series of fine-tuning began. Mela Rabbit adjusted the proportions of the body shape, face shape, hairstyle, facial features, eyes, leg shape, feet and other aspects, and finally output 16 adjusted images. Box adjusted from the box proportion and color matching, facial features, eyes, hairstyle, etc., and finally output 18 images.