KNK Yakiniku

Client

Social Media Post, IP Design

Platform

XiaoHongShu, Facebook

Description

KNK Yakiniku is an authentic high-end Japanese Wagyu restaurant. My responsibilities included assisting with the creation of motion graphic posts and translating Xiaohongshu content from English to Chinese. In addition, I designed a mascot and a jingle as part of the brand’s IP development.

Motion Graphic

IP Design

Mascot

Bi-Cyan

( びちゃん )

A Mysterious Creature Disguising Itself As A Wagyu

Character Background Story:

One night, a mysterious creature suddenly fainted in front of the KNK Yakiniku restaurant. It looked terribly hungry, so the owner offered it some wagyu beef from the restaurant. After finishing the meal and expressing its gratitude, it never appeared again.

Since then, people have often claimed to spot its figure near KNK Yakiniku. As if to repay the owner’s kindness, it quietly watches over the guests dining at the restaurant. Visitors have even said that perhaps because of its presence, they always feel joyful when dining at KNK.

Because it bears the character “喜” (Joy) on its chest, it was named “びちゃん (Bi-cyan).” It is our hope that one day, it will return to KNK Yakiniku, so we may all “joy together” once again.

Characteristics

Appearance

Mysterious Creature
Guardian spirit: will transform into anything just to protect KNK
Yakiniku lover
Can bring good luck
Fun & playful

Disguised like wagyu
A “喜” word in front of chest
Daruma appearance: Facial design, auspicious word on the chest
Beef-cutting knife shaped eyebrows
The curled mustache looks like arms on the face, making its expression appear as if it’s smiling

A Guardian Spirit

Bi-cyan’s overall character design is inspired by a classic Japanese symbol of perseverance — the Daruma. It is envisioned as both a guardian figure and a mascot, symbolizing good fortune and positive energy. As a result, key design elements of the Daruma have been thoughtfully incorporated into Bi-cyan’s design, as listed below.

Eyebrows

Beef-cutting Knife

Daruma’s bold eyebrows were reinterpreted using the shape of a Wagyu knife, preserving their strength while subtly referencing KNK’s identity as a Wagyu restaurant.

Curled Mustache

Little Arms

The mustache is also a classic element of the Daruma. I designed Bi-cyan’s mustache to resemble small arms making an encouraging gesture, giving the character a friendlier and more approachable appearance.

Greeting Word

喜 Meaning: Joy

“Joy” is a core principle upheld by KNK, represented by the idea of joyful gatherings, and it is also the origin of Bi-cyan’s name. This concept is inspired by the traditional blessings often found on the belly of Daruma dolls, giving the character a dual meaning as both a symbol of good wishes and a reflection of its name.

12 Poses Design

I created 12 different poses for the mascot to be used across social media posts, making the character more expressive and engaging while strengthening brand recognition and memorability.

Social Media Post

As KNK is currently undergoing a rebranding process, Bi-cyan is mainly used in social media visuals to strengthen brand recognition and visual identity.

Sumo-cyan

Geisha-cyan

Neko-cyan

A Trendy Way

New Visual

Blind Box

Brand Collab

IP expansions can take inspiration from the current trend of designer toys by applying different visual styles to the character. Through blind box releases or collaborations with other brands, this approach can stimulate consumer interest and purchasing desire, effectively expanding the IP’s value and reach.

← For reference purposes only. Not the final design.

IP Design

Jingle

I created a jingle for KNK intended for in-store playback, designed to express the brand’s energy and create a joyful dining atmosphere.

The lyrics were initially generated with the help of ChatGPT and then refined by me to ensure consistent rhyming across each section, while the music was generated using Suno AI based on the desired style.

KNK Jingle.mp3

Music Composed: Suno AI
Lyrics Written: ChatGPT & YiHong

[Verse 1]
Sunshine bright or evening glow
Call your crew, let’s hit the flow
Charcoal’s hot, the grills aglow
Wagyu’s prime, let’s start the show

Friends around, stories to tell
Sizzle sound, can’t wait to smell
Juicy bites that make you yell
KNK’s here, let’s raise a shell!

[Pre-Chorus]
Every bite’s a little cheer
Good times rolling, loud and clear
No stress just good vibes near
Let’s go let’s go, feel the cheer!

[Chorus]
KNK, hey hey! Grill it every day!
Joy Together, laugh and play!
Yum yum Wagyu, melt away!
KNK, hey hey! Happy stay!
KNK, hey hey! Joy Together, yay!
KNK, hey hey! Let’s eat today!

[Verse 2]
Exclusive Wagyu, melt so nice
Authentic flavors, pure paradise
Special tastes, perfect spice
Every visit’s worth the price

Grill it slow or sear it fast
Tasty moments built to last
Laughs and bites that always blast
KNK’s warmth, we want you to taste!

[Pre-Chorus] & [Chorus]
*Repeat*

[Outro]
KNK, hey hey! (Hey hey!)
Joy forever, come what may!
KNK, hey hey! (Hey hey!)
Grill and smile, every day!

KNK Yakiniku Jingle

Web Design

Based on the brand’s visual identity, I updated the website design using Wix, aiming to make the site more engaging and better aligned with the new brand direction.

Below are screenshots of selected pages. For more details, please visit the website via the link below.

https://www.knkyakiniku.com/

Project Name

Meet By Chance

3D Animation

Software

Autodesk Maya

Description

When two lonely souls cross paths on a moonless night, can they find solace in each other? This 3D animated short offers a glimpse into character designs inspired by the 'Abandoned Robot' concept.

Project Name

Meet By Chance

3D Animation

Software

Autodesk Maya

Description

When two lonely souls cross paths on a moonless night, can they find solace in each other? This 3D animated short offers a glimpse into character designs inspired by the 'Abandoned Robot' concept.

Client

KNK Yakiniku

Category

Social Media Post, IP Design

Platform

XiaoHongShu, Facebook

Description

KNK Yakiniku is an authentic high-end Japanese Wagyu restaurant. My responsibilities included assisting with the creation of motion graphic posts and translating Xiaohongshu content from English to Chinese. In addition, I designed a mascot and a jingle as part of the brand’s IP development.

Motion Graphic

IP Design

Mascot

Bi-Cyan

( びちゃん )

A Mysterious Creature Disguising Itself As A Wagyu

Character Background Story:

One night, a mysterious creature suddenly fainted in front of the KNK Yakiniku restaurant. It looked terribly hungry, so the owner offered it some wagyu beef from the restaurant. After finishing the meal and expressing its gratitude, it never appeared again.

Since then, people have often claimed to spot its figure near KNK Yakiniku. As if to repay the owner’s kindness, it quietly watches over the guests dining at the restaurant. Visitors have even said that perhaps because of its presence, they always feel joyful when dining at KNK.

Because it bears the character “喜” (Joy) on its chest, it was named “びちゃん (Bi-cyan).” It is our hope that one day, it will return to KNK Yakiniku, so we may all “joy together” once again.

A Guardian Spirit

Beef-cutting Knife

Daruma’s bold eyebrows were reinterpreted using the shape of a Wagyu knife, preserving their strength while subtly referencing KNK’s identity as a Wagyu restaurant.

Little Arms

The mustache is also a classic element of the Daruma. I designed Bi-cyan’s mustache to resemble small arms making an encouraging gesture, giving the character a friendlier and more approachable appearance.

喜 Meaning: Joy

12 Poses Design

I created 12 different poses for the mascot to be used across social media posts, making the character more expressive and engaging while strengthening brand recognition and memorability.

Social Media Post

As KNK is currently undergoing a rebranding process, Bi-cyan is mainly used in social media visuals to strengthen brand recognition and visual identity.

Sumo-cyan

Geisha-cyan

Neko-cyan

A Trendy Way

New Visual

Blind Box

Brand Collab

← For reference purposes only. Not the final design.

IP Design

Jingle

I created a jingle for KNK intended for in-store playback, designed to express the brand’s energy and create a joyful dining atmosphere.

The lyrics were initially generated with the help of ChatGPT and then refined by me to ensure consistent rhyming across each section, while the music was generated using Suno AI based on the desired style.

KNK Yakiniku Jingle

Web Design

Based on the brand’s visual identity, I updated the website design using Wix, aiming to make the site more engaging and better aligned with the new brand direction.

Below are screenshots of selected pages. For more details, please visit the website via the link below.

Project Name

Meet By Chance

Category

3D Animation

Software

Autodesk Maya

Description

When two lonely souls cross paths on a moonless night, can they find solace in each other? This 3D animated short offers a glimpse into character designs inspired by the 'Abandoned Robot' concept.

Project Name

Meet By Chance

Category

3D Animation

Software

Autodesk Maya

Description

When two lonely souls cross paths on a moonless night, can they find solace in each other? This 3D animated short offers a glimpse into character designs inspired by the 'Abandoned Robot' concept.

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