InsightsIP Development11 November 2026

One character, many formats: designing IP for content, products and experiences

A character that only works in one place has a short life. Here is how we think about designing characters that move between animation, illustration, packaging and products, with Dưa Nhỏ as the example.

Dưa Nhỏ character artwork applied across packaging: a paper bag, coffee cups, a takeaway bag, a napkin, business cards and a receipt

Ask someone to picture a character and they will usually describe one version of it: a cartoon, a mascot or a toy. But the characters that last tend to live in many places at once, on screen, on paper, on products and in physical spaces. Designing for that from the start is one of the most useful things a character team can do.

Design the core, then the variations

Every character needs a core that stays the same wherever it appears: silhouette, colours, signature details and personality. For Dưa Nhỏ, that core includes his nón lá, the Vietnamese conical hat, and his wide, expressive eyes. Once the core is clear, it can be interpreted in different styles without losing the character.

Dưa Nhỏ in 3D, smiling beneath his nón lá — Dưa Nhỏ in 3D, built for animation and screen storytelling.

Dưa Nhỏ exists both as a fully modelled 3D character and as a hand-drawn 2D illustration. The 3D version carries the warmth and detail that screen storytelling needs. The 2D version is lighter and more graphic, suited to print, stickers and social media. Both are unmistakably the same character.

Dưa Nhỏ in 2D: an illustrated head with a nón lá and rosy cheeks — Dưa Nhỏ in 2D, the same character in a lighter, more graphic style.

Think about the surface

Products change how a character is seen. A paper bag, a cup or a napkin is small, often curved and seen in a moment. Designs that work there rely on bold shapes, strong colour and patterns that still read when they are cropped or folded. Applied across packaging and stationery, as pictured at the top of this article, Dưa Nhỏ's illustration and a supporting pattern system show how one character can carry a whole visual identity.

Keep it consistent as it grows

As a character appears in more places, consistency becomes the main job. Clear guidelines protect both its identity and its value: how the character can and cannot be shown, which colours and expressions to use, and how it sits alongside partner brands. This is also where protecting the IP comes in, by knowing what you own and agreeing clearly how it may be used.

Designing for many formats from the start is what lets a character become more than a single project. It is how we develop characters at BAMU Originals, and how we help IP owners and creators plan for the long term.