![A toy store mascot logo featuring a cool black cat with green skull collar.](https://mir-s3-cdn-cf.behance.net/project_modules/1400/bdc147122416905.60d9df3481692.gif)
Aiwanju is a Shanghai toy retailer with a passion for toys. The name literally means “I love toys” in Chinese. My main goal was to create a cat mascot that feels cool, teasing and subtle at the same time to attract people who like collectible toys.
![A toy store mascot logo featuring a cool black cat with green skull collar.](https://mir-s3-cdn-cf.behance.net/project_modules/1400/2faae6122416905.60d9b1c0a6569.jpg)
An early draft was a Schrödinger’s cat, a paradoxical thought experiment devised by Austrian physicist Erwin Schrödinger in 1935, in which a cat can be both dead and alive. Other ideas included a supernatural three-eyed cat, various mystic creatures and comic book characters.
Once I found the right direction, I started working on the details. After trying various accessories like a bow tie and top hat, we ended up with a stylized skull collar for a cyberpunk feel.
![branding Cat Character graphic design ILLUSTRATION logo Logotype Mascot stickers toy](https://mir-s3-cdn-cf.behance.net/project_modules/max_1200/b0c5ce122416905.60d9b72134673.jpg)
![branding Cat Character graphic design ILLUSTRATION logo Logotype Mascot stickers toy](https://mir-s3-cdn-cf.behance.net/project_modules/1400/afdb21122416905.60da07045b62d.jpg)
The character concepts were used for stickers, comics, toys and other merchandise.
![Stickers for a toy store.](https://mir-s3-cdn-cf.behance.net/project_modules/max_1200/bbcb7f122416905.60d9e44eb1a45.jpg)
![branding Cat Character graphic design ILLUSTRATION logo Logotype Mascot stickers toy](https://mir-s3-cdn-cf.behance.net/project_modules/1400/11608c122416905.60d9c46034180.jpg)
![branding Cat Character graphic design ILLUSTRATION logo Logotype Mascot stickers toy](https://mir-s3-cdn-cf.behance.net/project_modules/1400/24fcca122416905.60d9d0aa6a498.jpg)
![](https://mir-s3-cdn-cf.behance.net/project_modules/max_1200/71a248122416905.60d9d4758f42a.jpg)
![](https://mir-s3-cdn-cf.behance.net/project_modules/max_1200/8bb8db122416905.60d9d4758fa78.jpg)
![branding Cat Character graphic design ILLUSTRATION logo Logotype Mascot stickers toy](https://mir-s3-cdn-cf.behance.net/project_modules/1400/95d6e1122416905.60d9c84623fc7.jpg)
![branding Cat Character graphic design ILLUSTRATION logo Logotype Mascot stickers toy](https://mir-s3-cdn-cf.behance.net/project_modules/1400/b2836e122416905.60d9e0d6d75a6.jpg)
![branding Cat Character graphic design ILLUSTRATION logo Logotype Mascot stickers toy](https://mir-s3-cdn-cf.behance.net/project_modules/1400/5def5e122416905.60d9e0d6d7d5c.jpg)
![branding Cat Character graphic design ILLUSTRATION logo Logotype Mascot stickers toy](https://mir-s3-cdn-cf.behance.net/project_modules/1400/1a969b122416905.60d9e0d6d6e98.jpg)
![branding Cat Character graphic design ILLUSTRATION logo Logotype Mascot stickers toy](https://mir-s3-cdn-cf.behance.net/project_modules/1400/ad45d8122416905.60d9e3e76811b.jpg)
VOIIO © 爱玩具 AIWANJU