MINI APBADAS X Cafe CAMELLIA
Summary
“MINI APBADAS,” a new group of mini-version friends, has debuted alongside Amorepacific’s existing character lineup, “APBADAS.”
While retaining the core identity of the original characters, MINI APBADAS were designed to highlight an even more charming and adorable aesthetic.
The seven friends—Dolpoong, Kkumi, Ttugi, Bokjaeng, Ori, Gerter, and bajiryak—have been newly rebranded into these ‘Mini Versions,’ unlocking an expanded universe and new possibilities for content creation.
In conjunction with this launch, we collaborated with the in-house café, CAMELLIA, creating a special space where employees could naturally immerse themselves in the design and universe of MINI APBADAS. Running for five days starting August 4th, this event marked the first collaboration to infuse the charm of MINI APBADAS into menus and merchandise. It served as a meaningful endeavor that tangibly verified our rebranding direction and the potential for brand expansion.
In conjunction with this launch, we collaborated with the in-house café, CAMELLIA, creating a special space where employees could naturally immerse themselves in the design and universe of MINI APBADAS. Running for five days starting August 4th, this event marked the first collaboration to infuse the charm of MINI APBADAS into menus and merchandise. It served as a meaningful endeavor that tangibly verified our rebranding direction and the potential for brand expansion.
Original APBADAS & MINI APBADAS
Concept
For the collaboration cafe with CAMELLIA, we curated various elements focused on the charming characteristics of the rebranded MINI APBADAS, allowing visitors to naturally experience the cuteness of the characters.
The menu board was created using hand-drawn illustrations to capture the warm and adorable atmosphere unique to MINI APBADAS.
Additionally, short stories for select characters were added to each menu item, introducing an element of immersion that allows visitors to naturally engage with the collaboration cafe.
Through this approach, we designed the very act of choosing a menu item to be a moment of experiencing the MINI APBADAS universe.
Menu Illustration
Using the MINI APBADAS characters, we created menu illustrations with a cute and warm atmosphere, displayed on the cafe’s DID throughout its operation period.
The designs reflect MINI APBADAS’s signature pastel colors and charming style, while subtle illustrative elements convey the short stories behind each menu, adding a small sense of delight to the menu-selection experience.
Behind Story Illustration
We produced short comics illustrating the backstories of the beverages and released them on Instagram, thereby adding the delight of discovering the narratives embedded in the menu.
The ‘Jigu Latte’ (Jiryak’s Bead Latte) features a charming story where Jiryak, searching for his cherished lost bead, mistakes the ice cream topping on the drink for his treasure and finds his way to the café.
Meanwhile, the ‘Haengbok Soda’ (Lucky Bokjaeng Soda) unfolds the backstory of the chronic worrier Bokjaeng, who wanders in search of a four-leaf clover only to discover one on Dolpoong’s café menu.
These stories were published on Instagram to actively promote the collaboration.
Menu
The café menu featured a total of four items: ‘Haengbok Soda,’ ‘Jigu Latte,’ ‘Mini Dolpoong Cookie,’ and ‘Mini Dolpoong Ciabatta.’
The entire lineup was curated around a warm and inviting aesthetic to harmonize with the atmosphere of MINI APBADAS.
By utilizing pastel tones and charming visuals, we ensured a unified brand impression was conveyed across both beverages and desserts.
Additionally, beverages were served with sleeves featuring Dolpoong die-cut stickers, further elevating the completeness of the menu concept. The simple narratives behind each item were designed to be naturally inferred from the menu board, adding a touch of delight to the selection process. In particular, the cookie and bread items garnered significant attention and proved to be highly popular.
Additionally, beverages were served with sleeves featuring Dolpoong die-cut stickers, further elevating the completeness of the menu concept. The simple narratives behind each item were designed to be naturally inferred from the menu board, adding a touch of delight to the selection process. In particular, the cookie and bread items garnered significant attention and proved to be highly popular.
Photo Cards & Tibutibu Seal
To extend the visitor experience, we gifted a random ‘MINI APBADAS’ blind photo card with every menu item purchased.
The inclusion of ‘rare cards’—which could be exchanged for ‘MINI APBADAS collectible stickers’—significantly heightened the excitement of both the purchase and the draw.
This blind photo card event not only offered the joy of collecting but also successfully drove organic promotion and viral diffusion.
The collaboration menu between MINI APBADAS and Café CAMELLIA was developed with a focus on preserving the unique cuteness of the characters while maintaining a unified aesthetic sensibility.
Furthermore, by offering merchandise in the form of random cards with every menu purchase, we structured the event to ensure it was accessible and easy for everyone to participate in.
Through these initiatives, we were able to introduce the launch of MINI APBADAS as a genuinely positive brand experience.
Consequently, the collaboration café concluded successfully, serving as a meaningful event where many could come together to enjoy and share their affection for the characters.
- Amorepacific Creatives
- Project Planning
- Kang Yoosun
- Goods Design
- Kang Yoosun, Jeong Jiyun
- Illustration
- Jeong Jiyun
