Overview
Kirumi Bunni is a personal branding project created to explore the intersection of character design, visual identity, and merchandise development. The goal was to build a brand that felt both professional and playful while reflecting my approach to design: thoughtful craftsmanship, creative problem solving, and attention to detail.
The project included logo development, mascot design, typography, brand guidelines, merchandise concepts, and promotional applications, resulting in a cohesive identity system that could extend across both digital and physical touchpoints.
From Sticker Concept to Brand Identity
Kirumi Bunni wasn't originally supposed to be a brand.
It started as a sticker concept I designed during the Year of the Rabbit. The goal was simple: create something that felt soft but deadly. But as I worked on the illustration, I remember stopping and thinking, "No way, this is too clean to be just a sticker."
At the time, I was also exploring a personal rebrand for my artwork. Instead of filing the design away, I challenged myself to build an entire identity around it. One idea quickly turned into many, and before long, the bunny had grown into a full brand system complete with a custom wordmark, typography, color palette, merchandise concepts, and promotional applications.
Sometimes the best projects start when you accidentally create something too good to leave alone.
Reflection
One of the most rewarding aspects of this project was developing a mascot that could function as more than an illustration. By creating a system of expressions, supporting graphics, typography, and merchandise applications, I was able to explore how character design can become the foundation of an entire brand experience.
The project reinforced the importance of balancing personality with functionality. While Kirumi Bunni is playful and approachable, every design decision was made with intention, ensuring the identity remained cohesive, recognizable, and adaptable across multiple formats.
