QQ x KAKAO 全系列联名设计来袭！

腾讯ISUX

发布于 2020-08-25 10:10:16

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发布于 2020-08-25 10:10:16

文章被收录于专栏：腾讯社交用户体验设计腾讯社交用户体验设计

01 关于项目 | About the Project

Kakao friends以手机聊天软件Kakao talk表情包为起点，推出家族八位成员的故事及个性的内容来呈现他们的品牌故事，同时由家族八位成员为主题的多品类衍生品为消费者带来乐趣和共鸣。

Kakao Friends takes a mobile chat app（Kakao Talk）as its starting point. It offers a variety of content that preserves the stories and personalities of 8 members of the family to present their brand stories. They also provide multi-category derivatives to bring fun and resonance.

02 联名玩具 | About collaboration toy

谁是Ryan?

Ryan是Kakao Friends的代表角色，看起来面无表情（表情没有变化过），其实关爱他人，个性很温暖，在Kakao Friends中担任着顾问的角色，并且实际上他是一只复杂的没有毛的狮子。凭借独特的魅力，Ryan一经发布就收获了势不可挡的人气，并在短时间内成为韩国最火的IP角色。

Ryan is a representative character of Kakao Friends. Ryan looks impassive without facial expression (his face has 'never' changed), but he has a warm personality that cares for others. And he holds a position of adviser among Kakao Friends characters. Actually, he is a lion, but has a complex about having no mane. With Ryan's unique charm, Ryan gained overwhelming popularity as soon as it was released, and became the Korea's top character in a short period of time.

为什么是Ryan?

由于QQ和 Kakao Friends都有很多IP角色，项目早期，我们想设计大量的角色，然而为了给公众留下更强烈的印象，最后还是决定设计最具代表性的。我们选择QQ代表腾讯，KaKao则选择Ryan.Ryan被塑造为KakaoFriends品牌的代表性人物，多次曝光于Kakao的营销、宣传推广以及活动中。在所有方面，没有其他角色能比Ryan更能代表Kakao Friends，这就是我们在这次项目中选择Ryan的原因。

In the early stages of the project, we considered to introduce a large number of characters from both companies since each company had a lot of character IPs. However, it was finally decided to include just one representative character in each company to imprint a stronger image to the public. We chose QQ for representing Tencent, and Kakao has picked Ryan. Ryan was specially created as a representative character of Kakao Friends brand that he has been exposed numerous times as a main character in Kakao Friends' marketing, promotions, and campaigns. In all aspects, there is no other character than Ryan who best represents Kakao friends. That is the main reason why Ryan was selected as a main character for Kakao on this collaboration.

03 设计过程 | Design process

A.角色分析

在QQ x Ryan限量版玩具的制作中，我们首先分析了两个角色的外形。QQ和Ryan在某些点上看起来很相似（头部大到可以形成1:1的身体），但细节却大不相同，QQ身体笨重，四肢活动范围小，Ryan身体修长，可以自由活动。因为两者的身形是如此不同，为了使其看起来是和谐的，我们必须特别注意他们姿势和构造。

For the production of QQ & Ryan limited toy, we first analyzed the appearance of the two characters. QQ and Ryan look similar in some points(the head is large enough to form a 1:1 body ratio, but the details are quite different. QQ's body is bulky and the range of motion of the limbs is small, while Ryan's body is relatively slender and the limbs can move freely. Because the shape of the body is so different, it was necessary to pay special attention to the posture and composition of the characters in order to place the two characters in harmony.

B.构思草图

设计联名玩具时，我们着重于两个不同角色之间的互动。一开始，我们尝试用抱着或者其他随意的姿势来表达他们之间的亲密关系。然而，由于玩具面向的是年轻一代，我们想到一个主意，让两个角色在一起分享共同的兴趣。基于最近流行的“hip-hop”概念，我们画了很多创意草图，另外，我们使用连帽衫来让他们更有酷感和更加地别致。

We focused on the interaction between these two different characters while designing this collaboration toy. At first, we tried the poses such as hugging each other or doing something casual together to express the intimacy between the two characters. However, since we focused on targeting the younger generation for the toy, we came up with an idea of two characters sharing the same interest together. We've tried more idea sketches based on the 'hip-hop' concept which is a main trend thesedays. In addition, we focused on making the toy cool and chic, applying the stylish hoodies for their clothes.

C.材料测试

材料考虑阶段，我们测试了特殊的材料。限量版玩具的性质，材料的质量和独特性也很重要。因此，我们试着尝试（1）用金属、木材、纺织品等各种材料制作；（2）在玩具表面绘制大理石、迷彩图案、插图和书法等艺术元素。

In the course of considering the toy's material, ways of applying special materials to the toy were also tested. Due to the nature of the limited edition toy, the quality and uniqueness of the material are also important. Therefore, we tried to test the idea of (1) making figures with various materials such as metal, wood, and textiles & (2) painting artworks such as marble, camouflage pattern, illustrations, and calligraphy on the toy's surface.

D.最终概念

动作上，我们采用的方案是两个角色手拿气球贴着脸的姿势。将用白色材料制作的角色身体涂上真正的颜色后，我们调整详细的比例和姿势，使之与两个角色更加匹配。服装上，兜帽Ryan在过去曾大受欢迎，我们让两个角色穿上统一风格的兜帽，从而使其看起来更加地和谐。最后的方案中，我们把姿势改变为两个角色背对而立的方向。因为两者是以笔挺的姿势靠在一起，为了能够很好地站立，保持适当的重心也很重要。由于必须要在不违反角色性格准则的前提下协调设计风格，我们继续寻求两家公司有关玩具设计的建议，并调整细节。

As a pose, a draft in which two characters sat with balloons holding each other's faces was adopted. The character's body, which was planned to be made with white material, was painted with real colors. Then its detailed proportions and poses were adjusted to match the guides of the two characters. As for the costume, Hood Ryan has been a huge hit in the past, so we made two characters wear the same style hood to make the them look more harmonious. At final, the pose was changed to the direction in which the two characters stood back to each other. It was also important to hold the proper center of weight so that the figures could stand well because two characters leaned against each other in a stiff posture. Had to harmonize the design styles of them without violating their character guidelines. Therefore, we continued to seek advice from both companies about the toy design and adjusted the details.

巧合的是，两个角色都以黑色和黄色作为主要颜色。所以我们决定用Ryan的黄色和QQ的黑色来做一个简单而具有象征性的颜色组合。

Coincidentally, both characters use black and yellow as their main colors. So we decided to use Ryan's yellow and QQ's black to make a simple and symbolic color combination.

E.可动气球

基于3D建模，我们制作了一个玩具原型来测试真实的产品。由于气球的尺寸很大，很难用细线支撑气球的重量；另外为了让用户可以自由展示和把玩他们的玩具，我们想让气球可以移动，而不是固定在角色的手上。

Based on the 3D modeling, we produced a prototype toy to test the real product. Since the size of the balloons were large, there was a difficulty in supporting the weight of the balloons with a thin wire. In addition, we thought of an idea to make the balloons movable to let customers freely display the toys as they like and play with it rather than make them fixed on the characters' hands.

所以我们把气球从角色中分离，单独搭建一个可以支撑气球的支架。现在，用户可以得到四件玩具：两个气球，两个角色，他们可以自由组合，自由安排。

So, we separated the balloons from the characters and made individual stands which can support the balloons. Now, users can get four pieces of toys including two balloons and two characters which can be freely arranged.

03 最终产品 | Final product

A.3D线框

B.细节

遵循Ryan的品牌基调，玩具整体被设计得简洁而流畅。除了那些重要的细节外，我们没有添加很多的配件或装饰品，因为我们想让玩具表面尽可能地保持干净。

The limited toy was designed to be concise and sleek in overall following the brand tone of Ryan. We wanted to keep the overall surfaces of toy as clean as possible so we didn't add a lot of accessories or ornaments except for those few important details. Instead, we focused on showing the charm of each characters and concept of this collaboration.

C.最终渲染

这是QQ x Ryan限量版玩具的最终设计，提高了衣服的质量，添加了诸如logo之类的细节。特别是，我们花了许多精力来设计符合他们姿势的体型。

This is the final design of QQ & Ryan limited toy. The quality of clothes was improved, and details such as logo tags were added to complete the final version. In particular, we put a lot of effort on designing the natural body shape following to their posture.

QQ x Ryan限量版玩具是腾讯和Kakao首次象征性的合作，他们的故事会在接下来的盲盒和表情包项目中继续，本限量款潮玩下半年会发布，大家敬请期待，同时在QQ潮玩展-QTX上会有样品实物提前展示！

QQ & Ryan limited edition toy is the first symbolic collaboration between Tencent and Kakao. Their stories will continue in the upcoming collaboration projects of blind box and online stickers. Please look forward to it!

04. QQ x Kakao 个性化装扮

这次的项目合作也采用同样的方式，基于QQ与Kakao共享的品牌价值观和生活态度，让Kakao friends走上QQ的舞台，用户可以在个性化商城和表情包商城中找到他们，更直接快速地感受到Kakao friends 系列IP的趣味性和品质感。

Based on the brand values and life attitudes shared by QQ and Kakao, this project cooperation takes Kakao Friends to the QQ stage. Users can find them in personalized mall and emoji mall, and feel the interest and quality brought by Kakao Friends IP series directly.

KAKAO FRIENDS的家族成员有八位，分别是励志温馨治愈系的雄狮RYAN、率真可爱的桃子APEACH、穿上兔子外套的黄萝卜泡菜MUZI、背景神秘的鳄鱼CON、性格内向处事谨慎的小鸭子TUBE、傲娇的时尚达人猫咪NEO、富人家的都市狗FRODO以及热爱嘻哈的自由灵魂鼹鼠JAY—G。他们通过不同的角色表现了许多有趣的故事，用可爱治愈的外表形象和个性化的角色故事为消费者带来欢乐。

There are eight members of the KAKAO FRIENDS family, they are :

Ryan, the inspirational and Healing Lion;

Apeach, the ingenuous and adorable peach;

Muzi, the turnip pickle in a rabbit suit;

Con, the Crocodile;

TUBE, the introverted and cautious duckling;

NEO, the Pussycat of fashion;

Frodo, the city dog of the rich; and

Jay, the Free Spirit, hip hop loving mole.

They show many interesting stories through different characters and bring joy to consumers with cute, healing looks and personalized character stories.

A. QQ 个性化装扮 | 气泡