Following the merger of Koubei and Ele.me, the brand refreshed its identity and assets, redesigning the visual system with a simplified logo, updated colors, typography, animation, and standardized assets to ensure consistency across all locations. It also launched a new official corporate brochure featuring clear, well-designed copy and layout. The cheerful mascot “Koubei Bear” embodies a love for food and fun, serving as a friendly cultural symbol and as part of Alibaba Group’s cultural mascot “zoo,” while promoting a lifestyle centered on enjoying experiences.
A dynamic, energetic mascot animation gives interactive characters personality and motion, with visuals adapted to key business scenarios to boost brand recognition.