LIP ICE x Peko-chan: Transforming Briefs into Visually Playful Campaigns
In early 2025, the team at LIP ICE Indonesia initiated a strategic content campaign in collaboration with the beloved Japanese character Peko-chan, aiming to refresh the brand’s youthful appeal and reinforce product benefits visually across their Instagram channel.
Tip (Project snapshot)
Timeline: March 2025 - May 2025
Team: 1 Visual Designer, 1 Content Strategist, 1 Marketing Lead
Deliverables: Feed visuals, product highlight cards, and campaign rollouts
Tools: Figma, Photoshop, Pinterest Moodboard
The Challenge: Translating Brief to Visual Identity
The campaign brief contained:
- Collaborative product focus: Lip Ice Sheer Color & Lip Ice Sport
- Emphasis on UV protection, hydration, and color change technology
- Character integration of Peko-chan with playful energy
- Visual guideline references from Fujiya Japan
From CSV-based content plans, I was tasked with turning each post concept into high-converting, scroll-stopping visuals.
Design Objectives
Highlight UV protection as key differentiator
Infuse Peko-chan’s kawaii charm into layouts
Ensure all visuals are legible & strong on small screens
Execution: From Moodboard to Market
Art Direction Pillars
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Color Theme:
- Pink gradient base for Sheer Color variants
- Aqua & sky blue for Sport edition
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Character Integration:
- Placing Peko-chan visibly on packaging & layouts
- Ensuring alignment with Fujiya’s official brand guidelines
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Visual Hierarchy:
- Headline → Product USP → CTA
- Use of bold capsules for call-to-action: “Checkout Now”, “Limited Stock”
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Flavor Cues:
- Supporting ingredients (berries, apple, etc.) included as floating assets
Design Results
Below are selected visuals from the campaign rollout:
Each card maintains a balance between brand clarity and engagement value. Key takeaways:
- High visual consistency across the feed
- Clickable CTAs for conversion
- Soft shadows & pastel accents for modern feel
Reflections & Lessons Learned
Important (Creative Insight)
The balance between Japanese pop-culture styling and skincare clarity was the main creative challenge — visual language needed to excite while remaining informative.
What Worked:
- Keeping layout system modular saved time across multiple variations
- Referencing Pinterest + Fujiya assets helped align with Peko IP
What to Improve:
- Some early drafts lacked contrast on mobile view
- Planning animation-friendly compositions for future video assets
Final Thoughts
This case demonstrates how structured briefs, clear visual priorities, and playful art direction can drive brand storytelling on social media. LIP ICE x Peko content not only uplifted the product perception but also engaged the younger demographic through memorable visual storytelling.
“Cute sells, but clarity converts — this campaign had both.” – Visual Designer
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