CRUMI — No Idea Is Ever Wasted. 📄✨

CRUMI is an original mascot created for a fictional creative brand, CRUMI Studio. Inspired by the crumpled paper we often throw away after rejecting an idea, CRUMI represents the belief that every sketch, draft, and concept has the potential to become something meaningful.

From the custom wordmark and visual identity to posters, packaging, and digital applications, every element was designed to create a cohesive brand system around one memorable character. This project explores how thoughtful storytelling and consistent design can turn a simple mascot into a complete brand experience.

CRUMI

Say hello to Glim! He’s a magical little guardian who specializes in gathering joyful dreams from children, turning those happy moments into sweet, magical gummies as a morning treat. Every night, as kids fall asleep, Glim awakens and flies quietly from house to house, visiting their bedrooms. Glim is a dream collector, whenever he swallows a beautiful, happy dream, his translucent jelly body glows with a vibrant, healthy warmth that keeps him strong and energized. But if he accidentally bumps into a nightmare, it zaps his magic! He turns a murky purple, and his signature ring starts to droop and melt, looking just like a gummy that’s been left out in the sun. For every beautiful dream he collects, he leaves a pouch of colorful Glim Gummies under the pillow as a sweet thank-you.

With an adorable egg-shaped body, a soft plush texture, tiny rounded horns, expressive eyes, floating jelly bubbles, and a signature glossy gummy collar, Glim is as endearing as the dreams he collects. He is a humble collector of light, ensuring that for the dreamers he visits, the night remains safe, bright, and endlessly sweet. Concept: "The Glim Glow-Up"

The core narrative of the campaign focuses on the symbiotic relationship between children and Glim. When kids have happy dreams, they "charge up" Glim, who then rewards them with gummies. My project on recraft: https://www.recraft.ai/project/f3be845c-59fd-4c00-ab09-5ce7a8af6e50

Sweet!