The ice shell of the ice pier originated from the creativity of Liu and sugar-coated haws. He was born in Xinyu, Jiangxi. In his childhood memory, there are two impressions in the north, one is Tiananmen Square in Beijing, and the other is candied haws. The candied haws he designed entered the top ten candidate mascots of Beijing Winter Olympics and were listed as the key modification scheme.
"Sugar-coated haws are just a snack, and the carrying capacity of the national image is not enough. Need to find new elements to keep the ice crystal shell. " Liu dui said: the walls of his workbench and the studio behind him are covered with various design drawings, including ice tigers and ice deer. Panda is a typical element of China, and finally sugar-coated haws became ice-shell pandas.
Design concept of Golden Shield Wharf
Keeping the ice crystal shell is not only because it can be combined with the Winter Olympics, but also because of industrial considerations. Liu said that on the one hand, it is visual attraction. Usually, mascots are made of single-layer materials, with two layers of materials, forming differentiation; On the other hand, derivatives can be more diversified. In fact, ice piers with colorful ice shells are also very popular.
Bingdun has always been the top IP of the Beijing Winter Olympics, which has brought a moving effect to the animation industry, stimulated cultural and economic needs, and became a phenomenal image. "Although the ice pier has promoted the participation of the whole people," Liu said calmly, it is also the mascot of the Olympic brand, and the Olympic events are cyclical, which generally affects four or five years, and people buy them as souvenirs.
Brand IP is local, relevant and epochal. Locality is a typical element of the host country, and relevance is related to the clients. Times are the characteristics of the times.