Cellgi bought the rights to use Mashi Maro – a Korean cartoon rabbit – and asked us to propose a range of cell phones for young women.
Developing the brand, we targeted the red ‘belt’ as the focal point for the industrial design, packaging, and even the advertising. Indeed, the graphic style from the very first pitch presentation was used throughout the work.
The phone went on sale in Taiwan and recorded the highest ever sales rate on one of the immensely popular home shopping channels. Walking through a library one day, I spotted one in use by a teenage girl; one of the nicest professional surprises I could possibly have!