Client

竹南第二市場

Year

2023

竹南第二市場

Services

Brand Identity

為了強化臺灣銀行的品牌形象，縮短品牌與客戶之間的距離，並提升行銷廣告的辨識度，臺灣銀行正致力於吸引年輕族群的目光，增加他們對品牌的認同感。

憑藉著百年的品牌資產，臺銀與用戶之間建立了堅實的信任基礎，並以業界龍頭的地位，成為消費者可靠的後盾。

The image shows the text 'Bank of Tawan' in white on a black background.

BACKGROUND

從竹南火車站走路3分鐘就可以走到「竹南第二市場」，在台灣以 鐵道車站促進都市發展的脈絡下，竹南第二市場是當地最主要的 傳統市場。雖然名為竹南，實際上身處苗栗北端，屬於苗栗縣。

PROCESS

初期透過同業研究與使用者質化調查，接著由超過 6000 名臺銀員工參與投票選出以地球最大生物「鯨魚」為吉祥物設計原型。吉祥物最終在嚴謹的討論下定案，產出與策略目標一致，形象年輕、可愛、簡潔的吉祥物設計。

Cute inflatable whale with a smiling face, blush cheeks, and a small hat on its head, set against a black background.
Text overlay stating 'Bank of Taiwan Mascot' in white on a black background.
The word "BUB" in large, bold, black letters on a white background.
A cute cartoon whale with a big belly, small fins, and a cheerful smile.
Three cute cartoon whales with chef hats engaged in various activities: one is happily jumping with hearts around it, the second is smiling and giving a thumbs up, and the third is sitting on a pink cushion reading a book with a bag of snacks nearby.
Text saying 'HELLO! I’M BUBI' in bold, burgundy font on a black background.
Cute cartoon whale with a chef's hat, blushing and making a bashful expression.
A pink booklet titled 'Bank of Taiwan Mascot Style Guide' placed on a pink background.
Open book displaying illustrations of seals depicting various emotions and poses, with text in Chinese and English.
Open booklet showing the mascot of the Bank of Taiwan, a cute whale with a small sprout on its head, drawn in cartoon style with a smiling face, along with the bank's logo and Chinese text.

BRAND IDENTITY

我們也制定了嚴謹的吉祥物使用規範，讓各分行的臺銀同仁能在遵循原則下，自由運用BUBI的形象去傳達臺灣銀行嶄新的一面。

三視圖 Three-View Drawing

The image depicts a cute cartoon whale with three different views: front facing, side profile, and back view.

LINE社群貼圖

Collection of cartoon whale stickers expressing various emotions and actions, such as holding a '+1' sign, holding a cup, crying, sleeping, showing affection, sweating, thanking, and reacting to water and injuries.

網格系統 Grid System

A cartoon illustration of a smiling whale with blush on cheeks, positioned next to a red and white background with text and the Bank of Taiwan logo.
A cartoon whale with a chef's hat, smiling and giving a thumbs up, accompanied by sparkling stars, with the Bank of Taiwan logo and text "Great Deal, Great Life!" in the background.
A cartoon illustration of a smiling whale with a chef's hat. The background has red, purple, and blue geometric shapes. There is text in English and Chinese that reads 'BUBI' and 'Bank of Taiwan', along with additional Chinese text.
A cartoon whale with a chef's hat, smiling and waving, with sparkles near its fin. The background features a red and blue checked design, with the logo and name of the Bank of Taiwan in the top left corner. The text at the bottom reads 'Great Deal, Great Life!'.
A cute cartoon whale with rosy cheeks and a chef hat, jumping with arms outstretched, above a red and white logo of the Bank of Taiwan, with the word 'HELLO!' in bold red letters at the top, and social media icons, views, comments, and hashtags below.
A colorful greeting card featuring a happy cartoon whale with hearts around it, with the text "Great Deal, Great Life!" and the logo of the Bank of Taiwan at the bottom.
A hand holding a white insulated bottle with a cartoon whale illustration and the word 'BUBI' on it, against a pastel-colored background.
A person holding a white credit card with a cartoon mascot, next to a laptop on a gray desk with a small potted plant in the background.
Four colorful illustrated sheets featuring a cute whale character, each engaging in outdoor activities like snowball fighting, autumn leaf gathering, fishing, and having a picnic.
Person holding a plush toy at a desk with a computer keyboard, mouse, and other office items.
A hand holding a cute blue and white whale-shaped keychain with a chef's hat, above a white device displaying a colorful logo and Chinese text, on a light blue background.

Bank of Taiwan Mascot & Brand Design

臺灣銀行｜吉祥物品牌形象設計

2023-2024

Brand Identity｜SPARKLY IDENTITY
Creative Director｜Jay Chang 
Project Manager｜Jet Wang
Designer｜Shaomin Cho, Yi Wen Hsu,  Hua Chien Shih
Mascot Design｜Shi Han Chiu
Photography｜leejuanshow