We had the privilege of leading the character branding for Lab.it, the new product line of the renowned Korean cosmetic brand Dr.G(GWSS)
Inspired by the phonetic similarity in the pronunciation of “Lab.it,” we developed a rabbit-themed character (Lab.it – Rabbit) to establish a unique and memorable brand identity. The character is designed wearing an outfit derived from persimmon, a key natural ingredient in the product, reinforcing its connection to the brand’s core values. Additionally, we created three charming persimmon-themed sub-characters to enhance the storytelling and expand the brand’s visual universe.
Lab.it is strategically targeted towards Generation Z and is distributed through Korean Daiso stores. Furthermore, the brand has successfully expanded into the international market, including Malaysia, where it continues to gain widespread recognition and appreciation from global consumers.
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