Lily Not Cute! Café was born from the idea that as we grow older, more parts of ourselves are forgotten, including the freedom to play and experience joy without worries. For many, childhood isn’t just about happy memories but also about wounds that were never truly healed. This café is a safe space for anyone who wants to make peace with the past, heal their inner child, and rediscover the simple happiness that may have been lost. In a world that constantly demands seriousness and maturity, Lily Not Cute! Café is a reminder that it’s okay to play, laugh, and be yourself without fear.

The brand identity and IP character design for Lily Not Cute! Cafe focuses on evoking nostalgia and bringing back childhood memories. The chosen concept is a combination of classic cartoons and vintage comics, representing the imaginative world of children from the past. The goal is to create an experience that makes people feel as if they are returning to their childhood, free to imagine and fully immersed in a world filled with joy.

Lily, as the IP character, is designed with a reverse psychology approach. Instead of being a cheerful child who always wants to play, Lily is portrayed as someone with strong convictions and a maturity that goes beyond her age. This is meant to create a feeling of wanting to reassure Lily that it is completely fine to play and have fun. Through this interaction, Lily becomes a bridge for people to heal their inner child and reconnect with the small joys that may have been forgotten.