myAEON2go

Branding / Character design / 360 campaign

AEON is one of Malaysia's oldest leading grocery chains boasting an impressive 152 brick and mortar stores across 12 states and celebrating its 37th anniversary in 2021. My team and I were presented with a pitch opportunity to help AEON undergo a massive digital transformation with the launch of its e-commerce platform, myAEON2go. This pitch involved designing an adaptable campaign across all traditional, new media, and internal assets. Additionally, we were even tasked to develop a mascot for the brand. 

When considering an ambassador for myAEON2go, we developed a mascot that epitomised the brand personality. Exploring animals that are popular in Japanese culture as well as a character that could symbolise the brand, we came up with Aeon-chan.  

Aeon-chan is a Japanese racoon, also known as ‘tanuki’. He is jolly and a bit mischievous but highly adorable. A symbol of good luck and fortune, he brings happiness to all customers of myAEON2go.

tanuki
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We also imagined this series as myAEON2go’s very own set of emoticons and in-app stickers, limited edition plushies or pillows.

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Manifesto

You’re more than a receipt, membership number or face behind a phone screen. You're nourishing your family. Keeping the household running. All while balancing the bottom line.

You have a life with its own unique needs.

Fulfilling them is something we take personally.

We’ll do our best to get to know you and what you love – and get it to you wherever, whenever, and however you want it. It’s a promise.

We get what you love.

Teasers

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Key Visuals

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Applications