项目背景：
美的集团作为世界500强品牌仍把创新和开拓作为企业文化并积极执行，面对新时代的品牌运营需求，开始在品牌IP的领域上探索，从早年的空调事业部熊小美逐渐发展出不同角色的美的IP家族，从2020年萌生孵化美的集团IP形象的计划，至2021年5月敲定与赤犬制造所开展关于M博和科技狗的角色体系创建设计，目标打造出具备潮流年轻化的IP体系与更多的年轻人产生联系。
合作主体：
品牌方：美的集团（广东美的制冷设备有限公司）
设计方：赤犬制造所（广州赤犬制文化发展有限公司）
Project Background.
As a Fortune 500 brand, Midea Group still takes innovation and pioneering as its corporate culture and actively implements it. Faced with the brand operation needs of the new era, it began to explore the field of brand IP, gradually developing the Midea IP family with different characters from the early years of the air-conditioning division Xiong Xiaomei, and from 2020 sprang up the plan to incubate Midea Group's IP image to May 2021 when it finalised the development with Akane Manufacturing The goal is to create a trendy and youthful IP system that connects with more young people.
As a Fortune 500 brand, Midea Group still takes innovation and pioneering as its corporate culture and actively implements it. Faced with the brand operation needs of the new era, it began to explore the field of brand IP, gradually developing the Midea IP family with different characters from the early years of the air-conditioning division Xiong Xiaomei, and from 2020 sprang up the plan to incubate Midea Group's IP image to May 2021 when it finalised the development with Akane Manufacturing The goal is to create a trendy and youthful IP system that connects with more young people.
Cooperation Subjects.
Brand: Midea Group (Guangdong Midea Refrigeration Equipment Co., Ltd.)
Designers: made in redog (Guangzhou Redog Culture Development Co., Ltd.)
Brand: Midea Group (Guangdong Midea Refrigeration Equipment Co., Ltd.)
Designers: made in redog (Guangzhou Redog Culture Development Co., Ltd.)
Translated with www.DeepL.com/Translator (free version)
WECHAT：赤犬制造所
MAIL： ben@redog.com.cn
TEL： +86 15975588653
ADD：中国广州越秀启明二马路10号后座
MAIL： ben@redog.com.cn
TEL： +86 15975588653
ADD：中国广州越秀启明二马路10号后座
Back Seat, No. 10 Qiming Erma Road, Yuexiu, Guangzhou, China
