Client

臺灣銀行

Year

2023-2024

百年臺銀

Services

Mascot Design

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。

Close-up of a logo with the text 'Bank of Tawn' in white on a black background.

BACKGROUND

在多元策略的驅動下，臺銀與西伯里設計團隊聯合推出一個具有親和力的吉祥物，作為品牌的全新代言人。不僅為品牌帶來了前所未有的新面貌，還體現了臺銀作為「銀行業的領航者、擁有百年底蘊與追求永續發展」的王者高度。

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 cartoon narwhal with a smiling face and a small horn on top of its head, colored light blue and white.
Cute cartoon narwhals as chefs in various scenes, with chef hats and expressive faces.
Text in bold, large red font reading, "HELLO! I'M BUBI".
A red booklet titled 'Bank of Taiwan Mascot Style Guide' resting on a matching red surface.
Open book with illustrated sea creature character showing various poses and expressions, including basic pose, love, thumbs up, reading, super shy, smiling, angry, sad, happiness, enjoy, stunned, neutral face, and depressed, with descriptions in Chinese.
Open booklet displaying Bank of Taiwan mascot, a cute whale with a small sprout on its head, smiling.

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

A cute cartoon whale with a smiling face, shown in front, side, and back views.

LINE社群貼圖

Collection of cartoon whale stickers with various expressions and activities, some featuring Chinese and English text. The whales are depicted with cute, expressive faces and are styled in a simple, adorable design.

網格系統 Grid System

A cute cartoon whale with a smiling face, blushing cheeks, and a small spout on its head, set against a red and white background with text and a logo of the Bank of Taiwan.
Cartoon whale with a chef's hat, smiling and waving, with sparkles nearby, on a promotional poster from the Bank of Taiwan with the text 'Great Deal, Great Life!'
A cartoon whale with a chef hat, smiling with red cheeks, on a colorful background featuring red, purple, and blue sections, and text in both English and Chinese, including "BUBI" and "Bank of Taiwan".
Cartoon whale with a cheerful expression, raising a flipper, with stars next to it, against a colorful background featuring red and blue sections, and text reading 'Great Deal, Great Life!' in the lower left corner.
A cartoon fish character with a chef's hat smiling and raising its fins, with the word "HELLO!" in red text above it. The image includes the logo of the Bank of Taiwan in the top left corner and bottom right corner, with additional social media icons, view count, and comment count at the bottom.
A colorful greeting card with a cartoon smiling whale surrounded by pink hearts, displaying the message 'Great Deal, Great Life!' and the logo of the Bank of Taiwan.
A hand holding a white insulated bottle with a cartoon whale illustration and the word 'BUBI' on it, against a pastel green background.
Person holding a white contactless bank card with a cartoon chef character, laptop keyboard, and a potted succulent plant on a gray surface.
Collection of whale-themed items including a large whale plush, three illustrated whale postcards, three whale pins, a small whale figurine, a whale button, a set of whale stickers, a white water bottle with whale illustration, a silver tin box with whale illustration, a gray zippered bag with whale design, and a small note card with whale illustration, all arranged on a beige background.
A hand holding a cute blue whale keychain with a chef hat, about to tap an electronic iPASS card on a white card reader.
Cute cartoon whale with a chef's hat, smiling with rosy cheeks, on a black background.
Text in white on a black background reading 'Bank of Taiwan Mascot'.
The word 'BUBB' in large black and white letters, with the 'U' stylized as a bubble.

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

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