QT-Brand IP Mascot QMI

QT-Brand IP Mascot QMI is a creative personification of QT's brand philosophy of "Natural Ingredients, Delicious & Healthy". Centered around the concept of a "Healthy Dessert Magician", this IP successfully transforms abstract brand values into a lively, tangible, and deeply resonant icon.
Designed with a cat as its prototype, QMI stands out with its signature "wide-open smile", alongside sleek lines and bright, energetic colors, creating a highly approachable and instantly recognizable visual identity. Embodied as a "Social Butterfly Kitty" and a true foodie, it vividly mirrors the brand's relentless pursuit of wholesome deliciousness, giving the brand spirit a relatable persona.
Blending cartoon charm with trendy appeal, QMI adapts to diverse life scenarios through rich, scenario-based variants. Beyond visual storytelling, it fosters a deep interactive ecosystem: memes and narratives evoke emotional engagement; derivatives for life, work, and pet-related scenes provide immersive companionship; co-creation campaigns encourage user participation and interaction. All these help enhance the emotional bonds between users and the brand.
QMI aligns precisely with the trends toward conscious eating and the healing economy, catering to consumers who prioritize quality living and emotional wellness. With strong commercial scalability, it enhances touchpoints from packaging to derivative products and cross-media campaigns, serving as a core creative asset that amplifies brand value and deepens emotional loyalty.