Cartoon Character Design

DESIGN BRIEF — JUST FOR KIDS (REFINEMENT AND ORIGINALIZATION) Project Context We have developed an initial visual direction (attached references) that we like and want to build upon. Your role is NOT to reinvent the concept, but to: Refine the visual style Standardize the characters Make them fully original and ownable intellectual property Key Instruction (Most Important) Use the attached references as inspiration only — not for direct copying. You must: Redraw all characters from scratch Modify features, proportions, and styling Ensure final work is legally distinct and proprietary to MKJ Brands What We Like (From References) We want to keep the following: Bright, vibrant, high-saturation colors Big expressive eyes Soft, rounded, friendly shapes Glossy, slightly dimensional premium look Fruit and bath/bubble integration Joyful, playful expressions Strong shelf impact What Must Change or Be Improved Character Originalization: Adjust face shapes (eyes, nose, mouth proportions) Modify body proportions Create unique hairstyles or textures Introduce subtle distinguishing traits per character Consistency System: Standardize eye style across all characters Standardize lighting and shading style Standardize line weight or rendering style Ensure all characters feel like part of the same universe Brand Ownership Layer: Add unique elements that define Just for Kids identity This may include a signature sparkle style, bubble treatment, or highlight pattern This becomes the brand’s visual fingerprint Character Development Direction We want a core cast of characters, each tied to a product. Current direction to refine: Purple berry bath character Mango character Strawberry character Multi-character interaction (friendship/play) Deliverables per character: Full body version Close-up face Two to three expressions One action pose (playing, splashing, etc.) Personality: Each character should feel like: A friend Recognizable across products Slightly different in personality (fun, calm, energetic, etc.) Packaging Integration Characters must be designed with packaging in mind. They must work with: Bottle curvature Label constraints Small print sizes in value retail environments Composition style: Character is the hero (center or lower area) Fruit supports the visual Bubbles or water create background motion Logo remains dominant at the top Style Specifications Rendering style: High-end 2D or soft 3D illustration Clean and modern Not overly painterly Must print cleanly at scale Lighting: Bright, fresh, clean bath feel Soft highlights and glow Subtle sparkle effects Color: Bold but controlled Each SKU should have a dominant color identity Deliverables Phase 1: Two to three refined character style directions Phase 2: Finalized character set (5 to 8 characters) Phase 3: Packaging artwork system applied across SKUs Files required: Adobe Illustrator (vector) High-resolution PNG with transparent background Layered PSD if applicable What to Avoid Do not: Copy reference artwork directly Use stock characters Overcomplicate designs Create inconsistent styles across characters Success Criteria We will evaluate based on: Characters that feel familiar but unique A cohesive system that feels like a real brand Strong shelf impact in value retail Clear path to ownership and intellectual property

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