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PART I | Recraft Challenge
The challenge was to invent a brand mascot, then build the world it lives in. Not a cute character floating on a white background, but a character with a name, look, personality, and proof it can show up across formats and still feel like itself.
I started with the brand: CHAOSEN Matcha.
I wanted to create a fictional matcha brand that rejected the soft, beige, overly calm version of modern beverage branding. Something more visual. More expressive. More collectible. Still premium, but not quiet.
From there, Chasa started taking shape.
She went through a lot of iterations in Recraft before becoming the final character. At one point, she was a cute emo character in a latex bubble dress. Eventually, she became what felt right for the world: a mischievous matcha mascot with green hair, yellow flower sunglasses, and a bamboo whisk silhouette tied directly back to the product…
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Meet Lil A 👼, a mascot for a creative studio built to make brands harder to forget.
Lil A is a soft angel from a surreal world where angels stand for the anti-boring. Their job is to enter the ordinary world and make it other. They show up when an idea feels too normal, too flat, or too easy to ignore. They turn ordinary objects, simple messages, and unfinished ideas into visual moments people remember.
The project shows how a studio mascot can live across identity, posters, stickers, social formats, and motion while keeping the same character and mood
And yeah, this is our entry for the Contra × Recraft competition.
Project link: https://www.recraft.ai/project/0145727e-1747-455e-8289-089e14795a13
Wow, Such a cool mascot! Love Lil A
Which cover should lead my Recraft × Contra Mascot Challenge submission?
A.Light and product focused.
B.Dark, premium, and brand focused.
Same mascot system, different first impression.
Which one would you choose? A or B? 💜
🔗 Recraft project
https://www.recraft.ai/project/b4f3c24f-55fc-484a-899a-3fc98e389c6a
#recraftchallenge #mascotdesign #branddesign #mobileappdesign
58 voted
56%
46 voted
44%
104 votes
Closed
B, and the reason matters more than the vote. B opens with the title lockup and the mascot so the brand idea lands before the screens do, A opens with mockups and reads as one more app shot. The gallery is also full of light covers, so B wins the scroll before anyone reads a word
LEMI is an original mascot created for a fictional emotional companion brand that reminds people they never have to carry every difficult moment alone. Instead of simply creating a cute character, I designed an entire visual identity system around Lemi, ensuring the mascot remains instantly recognizable across every touchpoint.
From the custom wordmark and warm color palette to the plush toy, companion app, Star Patches, Secret Journal, stickers, and short animated story, every element was created to belong to the same magical universe.
Lemi's glowing Star Pouch symbolizes a safe place where dim stars are cared for until they shine again. Rather than fixing people, Lemi represents kindness, patience, comfort, and the quiet power of simply being there when someone needs hope.
This project explores how a single mascot can grow into a complete fictional brand through consistent design, emotional storytelling, and scalable applications.
LEMI — Keeping Hope Safe Until It Shines Again ⭐
Description
Name: LEMI
Role: Guardian of Forgotten Stars
Personality: Gentle, kind, patient, quiet, a little timid, yet always brave enough to help others, and quietly hopeful.
Lemi believes everyone carries a little light inside. When a star begins to lose its glow, Lemi carefully keeps it safe inside the magical Star Pouch until it's ready to shine again. Lemi never tries to fix anyone—it simply reminds us that even the smallest light deserves to be protected.
Really thoughtful emotional world. The Star Pouch is a strong storytelling device, and it helps LEMI feel consistent across every touchpoint. Good luck
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