Celine Zheng Branding Designer

ABOUT

This branding proposal was created for the Changbai Mountain Huamei Resort design competition, focusing on IP character development and branded merchandise. Inspired by the region’s rich biodiversity, the project merges local wildlife with resort activities to create compelling visual identity that enhances the resort’s appeal.

The design features four original IP characters based on native species of Changbai Mountain: the merganser, Siberian tiger, sika deer, and black bear. Each character embodies a unique personality, bringing diversity and charm to the brand. These mascots are integrated into a series of promotional materials, including posters, tickets, and merchandise, seamlessly blending nature with tourism. The result is a visually engaging and immersive branding concept that highlights both the ecological beauty and recreational spirit of the resort.

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