Mindfulness Bear
The Mindfulness Bear project demonstrates how a thoughtfully developed character IP can become a long-lasting emotional bridge between a brand and its audience.
By combining character design, storytelling, illustration content, animation, and real-world experiences, we helped the message “bringing happiness to Vietnamese families” spread in a natural, heartfelt, and sustainable way.
Service
Advertising
/
Character Design
Year
2023
Client
Biti's
Character Design & IP Development –Mindfulness Bear
We designed Gấu Chú Tâm with a friendly, emotionally rich appearance—easy to connect with across generations within Vietnamese families.
Beyond visual design, the character was fully developed in terms of personality, emotions, and narrative role, becoming a symbol of care, love, and everyday sharing.
The character draws inspiration from Vietnam’s national flower, the lotus:
A round body shaped like a lotus seed
A lotus leaf hat
A signature mat shaped like a lotus bud
This design language creates a warm, familiar, and trustworthy presence—allowing children and parents alike to feel comfortable learning, playing, and growing together with Mindfulness Bear.
Storytelling & Character World Building
Starting from Mindfulness Bear, we developed a cohesive story universe that places the character in familiar, everyday family situations.
Stories are told in a gentle, heartfelt tone—allowing the brand to connect through emotion rather than direct advertising messages.
Illustration Content Production & Fanpage Management
Our team handled ideation, production, and long-term management of illustrated content across social platforms.
We ensured visual consistency, emotional warmth, and high engagement—helping Gấu Chú Tâm evolve into a “living character” that grows alongside its community over time.
Animated Series Production – Biti’s Shoe Kingdom
We participated in the development of the animated series “Biti’s Shoe Kingdom,” where Mindfulness Bear appears as a central character guiding the narrative and delivering positive values.
The series was created with a light educational–entertainment approach, suitable for children and families to enjoy together.
Event Concept & Experience Design – “Happiness Station”
“Happiness Station” is a recurring experiential event within the Biti’s Happy Kids project. Officially launched on October 28, 2023, the initiative carries the mission of “bringing happiness to millions of Vietnamese families.”
The event concept is based on a Happiness Philosophy built on three connections, with mindfulness as its foundation:
Connection with oneself
Connection with others
Connection with nature
We developed the character concept, event visuals, and interactive experiences—allowing Mindfulness Bear to step beyond the digital space and engage directly with families through immersive, hands-on activities across three themed zones.
Product & Accessories Application
Mindfulness Bear was integrated into footwear and accessory designs, ensuring both aesthetic appeal and everyday usability.
Through this application, the character became an organic part of Biti’s product ecosystem—bringing the IP closer to daily life and strengthening emotional brand attachment.
The Mindfulness Bear project demonstrates how a thoughtfully developed character IP can become a long-lasting emotional bridge between a brand and its audience.
By combining character design, storytelling, illustration content, animation, and real-world experiences, we helped the message “bringing happiness to Vietnamese families” spread in a natural, heartfelt, and sustainable way.
