Overview: Awarded the project to conceptualise, design and print.
Role in Project: Art Direction, character conceptualisation & storyboarding
The Amazing Adventure of Super Lexus
Borneo Motors, the official dealership of a luxurious car brand, Lexus, requested for a colouring book set to be placed in their showroom. This colouring set, which also came with a box of colour pencils neatly packed in a premium ziplock bag, were to be given out to children to keep them entertained while their parents browsed for cars. The book must represent their premium brand identity while still making it fun and attractive to the kids.
Based on the brand’s Japanese roots, I conceptualized three main characters – the male superhero, the female superhero and the space cat. The male superhero was named Isamu (勇 in Kanji Japanese), which meant bravery and courage. The female counterpart was named Yuu (優 in Kanji Japanese), which meant excellence, superiority and gentleness. They were both Takumi people. The Takumi were master craftspeople who spent decades honing their craft to achieve unparalleled dexterity and skill. The space cat from planet Neko, was named after this design philosophy.
The eye masks of the superheroes were translated from the signature Lexus Spindle Grille. I also incorporated some vehicles that Lexus had conceptualised over the years such as the Skyjet, which was featured in a 2017 Hollywood movie – Valerian and the City of a Thousand Planets.
The book told the story of Super Lexus on an adventure to help Takumi fix his Skyjet so that Takumi could return to his planet. Fun activities such as connect the dots, maze and find the words were incorporated to keep the children engaged.
