LUCIDO-L Mascot: Luvi
Year 2025
Character Design / Illustration / Animation
Completed for a private client through my freelance practice.
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Client [LUCIDO-L, Mandom Corp.]
LÚCIDO-L was established in 1993 as a hair beauty cosmetics brand. Whether you're following the latest trends in hairstyles, hair colors, and textures, or dealing with everyday hair concerns, we provide appealing, simple, and safe recommendations to empower you to enjoy your hair with confidence and ease.
Commissioned by LUCIDO-L, from the concept development to final deliverables, a brand mascot named “Luvi” was designed to embody the playful, approachable and stylish personality of the haircare line. As LUCIDO-L is a brand that focuses on hair care that is easy, enjoyable and making you feel confident, the mascot had to reflect the brand’s tone of voice.
Therefore, the name “Luvi” was given to her with the most direct interpretation to the English word “love”, symbolising endearment and affection.
Luvi was designed as LUCIDO-L’s brand mascot to embody the brand’s values of beauty, shine, and convenience.
Her glossy, radiant hair represents the shine and smoothness that LUCIDO-L products give. This visual cue immediately communicates the product benefit in a friendly, approachable way.
Beyond product features, these elements give Luvi personality—playful, confident, and ready for any adventure—which aligns with Lucido-L’s messaging of effortless beauty anytime, anywhere.
In designing Luvi, I focused on translating abstract product qualities into visual traits, ensuring each feature was both functional and character-driven.
(2D illustrations of the product)
Short animated GIFs were designed for Instagram stories as Instagram stickers or even Tiktok posts, making the mascot versatile across channels and to let her fun-loving, cheerful traits shine through in motion.
(GIFs as Instgram story stickers)
In addition to static visuals and GIFs, I created short-form animations for TikTok and Instagram Reels to expand Luvi’s presence on social platforms. These animations brought the mascot to life through playful storytelling, showcasing her fun-loving personality while subtly highlighting Lucido-L’s product benefits, such as radiant shine and beauty on the go. Designed to be engaging and shareable, the content encouraged interaction with younger audiences and aligned with the brand’s focus on approachable, everyday beauty.
(Links to the Instagram reels are attached below)
(Links to the Instagram reels are attached below)
The mascot design was further extended into merchandise, including a plushie and sticker pack that was sold on Shopee and TikTok Shop with purchase of LUCIDO-L Argan Oil Products. It was also adapted into an acrylic display piece and a shelf talker for in-store use.
While I was not directly involved in the production of the merchandise, my mascot design formed the foundation for these products, showing the adaptability of the character across digital or physical platforms. The plushie was advertised on Instagram and e-commerce platforms, further strengthening brand engagement and recognition.
