Jasmine wanted a character that could front its content and represent the brand across digital and in store. iCookAsia Digital designed Min Min, a rice grain character positioned as Jasmine’s friendly rice expert, and produced the full set of assets needed to put the mascot to work.
Project Overview
- Client: Jasmine
- Project: Brand mascot design and rollout assets
- Character: Min Min, unisex, bilingual in Malay and English, friendly, helpful and fun
- Period: April to July 2026
- Deliverables: character design and 3D render, turnaround sheet, festive and everyday variants, introduction animation, typography selection, and a usage strategy covering digital and on ground
Strategic Objective
- Give Jasmine a recognisable brand icon that works across digital and physical touchpoints
- Position Min Min as “Bestie Beras Anda”, a friendly rice expert rather than a static logo
- Create a character able to carry educational content, recipes and campaign messages
- Build something that can extend into merchandise, in store POSM and live appearances
Design & Development Approach
- Built from the product itself. Min Min is shaped as a grain of rice, so the mascot reads as Jasmine at a glance, dressed in the brand’s red with the Jasmine logo on the apron.
- A character, not a logo. We wrote the personality brief first, unisex, bilingual, friendly and helpful, so every design decision followed the role the character had to play.
- Several rounds of options. The client reviewed multiple directions in April and a second set of options in June before the final design was locked.
- Festive and everyday variants. Min Min was drawn for Raya, Merdeka and Chinese New Year, and for everyday moments such as cooking and running, so the character fits the Malaysian calendar without a redesign each time.
- A full turnaround. Front, back and side views were produced so the character can be animated, rendered from any angle, or built as a costume or plushie later.
- Brought to life in motion. An introduction animation was produced to launch the character on Jasmine’s channels.
- A plan for using it. We delivered a usage strategy covering content, website, packaging, POSM, standees and mascot appearances at supermarkets and roadshows.
From the Project
What We Delivered
- Final Min Min character design and 3D render
- Front, back and side turnaround sheet
- Festive variants for Raya, Merdeka and Chinese New Year
- Everyday and activity variants
- Introduction animation for social media
- Typography selection for the character name
- Mascot usage strategy across digital, retail and events
Min Min is now live on Jasmine’s channels as the face of the brand’s content.