vic & ddory (Mascot)
Sports Brand Mascot Toy Collection
In this project, the western 'wizard' is redefined as 'Dokkebi', a traditional magical creature in Korea. We were inspired by the graphical patterns of Dokkebi at Hwaseong fortress, a landmark of the Suwon City. Ordinary form of Dokkebi may look a little scary but it still gives silly fun impression. Unlike horrifying monsters, Dokkebi is mischievous but once they become your friends, they help you with miraculous power and make your wish come true. Carrying the nature of Dokkebi, we created and vic & ddory toy collection with variety of functional products.
UNIQUE PROPERTIES / PROJECT DESCRIPTION:
< 'vic & ddory toy collection' is the mascot design product of kt wiz, the 10th baseball team of Korea launched in winter 2013 by Korea Telecom. > Inspired by the concept of 'Magic' which one can notice from the name 'kt wiz', the mascots are designed as two cute monsters infused with magical energy. Together, they are pronounced 'victory' to mean the winning of kt wiz. Targeted towards the growing population of female and children fans, 'vic and ddory toy collection' is made of soft plush material that is friendly to play with. Keeping the core characteristic, we flexibly applied the design to various daily goods to expand usability. The consistent look and texture of the toys resembles the cheerleading mascot in the stadium which ultimately builds a stronger connection with fans. The toy collection with function and a sense of entertainment will bring vic and ddory closer to the fan's life.
OPERATION / FLOW / INTERACTION:
vic and ddory toy collection is a memorable gift in great quality for baseball fans and is designed to be used widely in daily life regardless of age. Especially we paid attention to the details of shoes, hat and even fingers of the mascot doll to ensure quality of the design. Also included in the collection are daily goods for more practical use such as hat to keep you warm in cold weather, neck pillow to support your head while travelling and bag with cute and lively decoration of vic and ddory.
PROJECT DURATION AND LOCATION:
- Project period : January ~ November, 2013
- Release date : November 14, 2013 BI Launching (Press conference)
- Designed developed by : Staff in U.S. and Korea
FITS BEST INTO CATEGORY:
Toy, Games and Hobby Products Design
PRODUCTION / REALIZATION TECHNOLOGY:
- 2D Software : Adobe Creative Suite, Indesign
- 3D Software : 3DS Max, Maya, Rhino
- Tool : Handcrafted
- Material : Plush, Synthetic fiber batting, Polyester Fiber, Elastic band.
SPECIFICATIONS / TECHNICAL PROPERTIES:
kt wiz, baseball, Brand Identity, BI, sports, sports branding, South Korea, vic, ddory, mascot design, mascot, character, sports toy, plush toy, collective Toy series
At the early stage, 'Design Preference Survey' was conducted with 530 baseball fans and based on their feedbacks we objectified our design direction. By completing research and analysis on 130 domestic and international mascots, we set our main target as female and children. We discovered global trend and selected specific direction and category for our products. According to our targeted audience, we selected the most wanted items such as stuffed doll, back cushion, cap and bag. During the design stage, we showed sample product to 25 children from age 4 to 13 and received feedback. They preferred cute looking appearance along with the soft furry fabric. Referring to the insights, the final design concept was selected.
While baseball games are getting more popular in Korea, mascot products of teams are limited and undeveloped. From the beginning, we aimed at developing a collection of product that carries both high quality design and function, not a boring souvenir. The biggest challenge was to remain design consistently in various forms. Having this in mind from the 2D design stage, we developed several features and guideline to help the 3D production. We created simple shape that can flexibly applied to any type of items as well as using the same furry fabric to ensure same look & feeling in different products. Also to emphasize the unique personality of each character, individual product was given its own proportion by arranging the dimensions of their face and hands.
TEAM MEMBERS (4) :
- Creative Director : Leehwan Kang, - Lead Designer : Jaehee Lim, - Designers : Sooyeon Kang, Yunseung Oh and - Design Partner : Locus
Photogrpher Junghwan Yoo, kt wiz mascot, 2013