bellygom_guide

Lotte Bellygom
3D Renewal & Expansion

: A Visual Overhaul of Lotte’s Beloved Character IP

Type: 3D Character System Renewal & Expansion

Role: 3D Character Design & System Development

Date: 2024-2025

Bellygom is a character IP that has grown through brand collaborations and merchandise.As the brand entered a new phase of global expansion, its design guidelines required renewal to strengthen scalability and long-term value.The project unfolded in two phases: a core renewal in 2024 and a strategic expansion in 2025, focused on preserving the character’s identity while building a more adaptable system for marketing and product applications.

Phase 1

Core Renewal

MISSION

The objective was to maintain the character’s essential proportions and form while establishing an expanded design guideline systemoptimized for merchandise and brand collaboration content.

Color Development

Introduce a high-saturation color palette Apply natural shading and lighting
Use highlights and shadows that harmonize with bright colors

Expression Expansion

Develop a wider range of expressions (joy, sadness, surprise, etc.) Create natural and dynamic poses

Enhanced Relatability

Develop pair poses with sub-characters Expand
storytelling focused on interaction and mutual relationships

Phase 2

System Expansion

Expanding the Character System

Phase 02 focused on expanding the character system to engage new demographics and global markets.
The two-head Baby Type introduced new proportions and emotional versatility while strengthening product adaptability.

GOAL

To establish an expanded character system capable of engaging new demographics while supporting global market scalability.

Developed the Baby Type character system, defining core proportions, expressions, and pose variations, alongside costume-based extensions such as Bellymart and Heart Baby.

This system enabled scalable IP expansion, leading to global pop-up activations in Osaka (Episode), collaboration with CASETiFY HQ, partnerships with art toy brands, and the production of 50+ merchandise items.

Introduced new Baby Type proportions, expressions, and pose systems to increase emotional versatility and product adaptability.

Outcome

Driving scalable growth across merchandise and global platform

50+

Merchandise

The new Baby Type guideline enabled the development of
over 50 merchandise items, including a collaboration with
Casetify as well as stationery, stickers, and toys.
The expanded character system significantly increased
commercial adaptability across product categories.

Global POP-UP

The renewed design was implemented across more than three
global pop-ups and fairs, including Shibuya (Japan) and
the Taiwan Licensing Fair. These activations strengthened
brand visibility across Asia and established a foundation
for further international expansion.