JD.ID Mascot

Client: JD.ID · 2016

Challenge

JD.ID, the Indonesian e-commerce subsidiary of JD.com, held the “Make Joy Happen, Mascot Design Competition” to create a mascot for its new brand in Indonesia. The mascot was required to represent five core values: Customer First, Passion, Innovation, Integrity, and Teamwork. The challenge was to create a character that could communicate these values while remaining friendly, memorable, and practical for different brand applications.

Solution

I designed JOY, a friendly white horse representing determination, loyalty, and a cooperative spirit. The horse was chosen because of its strong-willed nature and its long-standing relationship with humans. Its association with transportation and courier work also made it relevant to an e-commerce brand. The mascot uses a simple, clean shape so it can be easily adapted across different applications, including animation and 3D modeling. I also limited the design to three colors, making it more practical and cost-efficient for applications such as screen printing and die-cut stickers.

Result

JOY was selected as the 1st Place winner of the “Make Joy Happen, Mascot Design Competition” held by PT. Jingdong Indonesia Pertama (JD.ID). The winning design successfully combined the required brand values with a simple, versatile character that could work across both digital and physical applications.