Branding | Creativity & Execution
DeliveryEverywhere : IP Cross-Industry Extension (Wu Song & Tiger)
From the Wu Song/Tiger universe to delivery, transforming “win” into “deliver”
Using AI to Maintain 80% Character Consistency
Core Video Concept (15 Seconds)
Main Theme:
Wu Song orders delivery instead of fighting the tiger—turning the tiger into a potential customer in an absurd comedy.
Concept:
Classic Characters × Modern Service × Humorous Reversal = Memorable Brand Story
Production Strategy:
Completed within 1 week using AI tools, with Tchaikovsky’s “Dance of the Little Swans” creating aesthetic contrast
- 0-5 sec: Wu Song orders delivery at Jingyang Ridge & Tiger appears
- 6-10 sec: Tiger appears vs. Delivery person arrives
- 11-15 sec: Harmonious dining scene with brand Slogan and Logo
Absurd Comedy Opening
Wu Song at Jingyang Ridge scrolls phone to order delivery, tiger watches menacingly.
Wu Song: “Quiet! I’m browsing the menu.”
Showcasing the brand’s humorous personality.
Character Reversal Ending
Delivery arrives, Wu Song and tiger dine harmoniously.
Tiger: “So good! What’s for tomorrow?”
From threat to anticipated customer, reinforcing “No matter how far, we deliver” brand promise.
Core Decisions for This Project:
- Decided to use “IP character cross-industry extension” to demonstrate replicability: Continuing YinMian’s “Wu Song / Tiger” universe, character consistency ≈80%, from food→delivery service, with musical motif extension.
- Cross-industry transplant capability: “Challenge→Arrival” semantic shift supports cross-industry expansion.
- Using AI to control 80% character consistency, proving IP can stably extend to different brands.
- Chose Tchaikovsky’s “Dance of the Little Swans” for delivery scenes, using classical music’s elegant lightness against tense situations to create aesthetic contrast.
- 15 seconds condensing complete story: Absurd comedy + character reversal + brand memory.
Project Type: Simulated Brand Strategy (Concept Demonstration)
Industry: Delivery Service
Deliverables: Brand Strategy Deck (13 pages) + Brand Video (15 sec) + Complete Visual System Planning
Digital deliverables (1080p, PNG/PDF)
For complete methodology, portfolio exploration or collaboration:
Challenge
Delivery market growing rapidly (2024 USD 200+ billion → 2030 USD 400+ billion), but remote area demand remains unmet.
How to establish differentiated brand memory in a fiercely competitive market?
How to demonstrate the commercial value of IP character cross-industry extension?
Solution
From brand positioning to visual system, from IP character extension to video execution, demonstrating complete cross-industry application thinking.
Using humorous creativity to prove: IP characters can not only sell products but also build brands across industries.
This Project’s Unique Value
IP characters can extend across industries. DeliveryEverywhere proves: same character set, different business scenarios, equally effective.
1. IP Character Cross-Industry Use
Wu Song and the Tiger move from YinMian’s “challenge/win” spirit to a delivery-service context, showing clear IP extension and service-based brand thinking. The brand idea carries over smoothly from product to service.
2. Character Consistency Control
AI tools keep Wu Song and the Tiger at about 80% visual and tonal consistency, showing that the IP can extend reliably across brands. Consistency is measured through six cues: facial structure, costume, actions, tone, shot rhythm, and theme.
3. Musical Contrast for Impact
Tchaikovsky’s “Dance of the Little Swans” paired with delivery scenes creates a clean contrast—classical elegance against situational comedy. The audio motif builds rhythm and supports the theme of movement and arrival.
4. Blue Ocean Market Insight and Differentiated Positioning
“No matter how remote, we deliver”—in the fiercely competitive delivery market, choosing overlooked remote areas as entry point.
5. A Complete Brand Story in 15 Seconds
Absurd humor, character reversal, and a clear slogan deliver a full brand message quickly—ideal for social platforms and viral spread.
Strategic Thinking: IP Extension Is More Than Logo Swap
Many think IP extension is just “swapping brand names,” but it actually requires complete strategic thinking.
My approach: Starting from industry characteristics, redesigning “character positioning within this brand”
1. Brand Core: No Matter How Far, We Deliver
Brand name DeliveryEverywhere conveys “borderless delivery” promise.
Slogan “No matter how far, we deliver / Everywhere is our delivery zone” responds to remote area consumers’ core needs.
LOGO combines running delivery person (speed and action), green bamboo leaves encircling (nature and reach), circular design (complete coverage)
Color scheme: Forest Green #2E8B57 (natural trust) + Vibrant Orange #FF8C00 (speed energy) + Bamboo Yellow #DAA520 (friendly warmth)
Brand Core Three Pillars:
Accessibility – Borderless delivery service
Speed & Vitality – Fast, reliable, trustworthy
Trust – Always dependable service
2. Character Strategy: From Food to Service Transition
YinMian (Food Brand): Wu Song and Tiger are “noodle-eating protagonists”
DeliveryEverywhere (Delivery Service): Wu Song and Tiger are “delivery-ordering customers”
Why this transition?
Food brand: Focus is “product itself” → characters are consumers
Delivery service: Focus is “delivery capability” → characters demonstrate service scenarios
Core unchanged: Humorous brand tone, absurd comedy narrative approach.
LOGO Design Elements:
Delivery person silhouette – Speed and action
Bamboo leaves encircling – Nature and reach
Circular design – Complete coverage
3. Visual Application: Unified Identity System
- Delivery Bag: Green body with orange brand identification, eco-friendly waterproof durable
- Uniform: Orange polo shirt with green logo embroidery, breathable comfortable
- Vehicle Sticker: Streamlined design emphasizing speed, waterproof weatherproof
- App Interface: Natural green-toned friendly interface, intuitive easy-to-use
Key Consideration: Brand identity must be quickly recognizable—on streets, in apps, on packaging—identifiable at a glance.
AI Tools Application: Character Consistency Technical Challenge
Challenge: How to maintain AI-generated character consistency across different brands?
Solution: Repeated prompt testing, establishing character gene library, achieving 80% consistency.
DeliveryEverywhere’s AI Application
Result: Video completed within 1 week, character maintaining 80% consistency, musical creativity adding memorability.
- Character Design: Midjourney generates Wu Song and Tiger, establishing character gene library ensuring consistency
- Scene Generation: From bamboo forest to dining scenes, Midjourney + Canva completed
- Animation Production: Midjourney generates continuous actions, creating dynamic feel
- Post-Production Editing: PowerDirector integrates all materials, adding classical music
- Music: Tchaikovsky’s “Dance of the Little Swans” (royalty-free)
- Strategic Planning: Led by human (Mi’s Marketing), GPT/Claude assists with copy and scripts
Project Results: IP Extension’s Commercial Value
Not just creating a video, but demonstrating IP character cross-industry extension business model
Key Learning: IP character value lies not in single brand, but in extensibility. When you establish a memorable character set, it can be licensed to different industries.
IP Character Cross-Brand Application Proof:
Left: YinMian brand – Wu Song eats noodles, tiger beside
Right: DeliveryEverywhere – Wu Song orders delivery
IP Extension’s Actual Value:
One character set → Extendable to food, service, retail, entertainment and other industries
YinMian + DeliveryEverywhere → Future possibilities: “YinMian Restaurant” “YinMian Game”
80% consistency → Consumers can quickly recognize, establishing brand memory
Humorous tone → Suitable for social dissemination, creating viral spread
Purpose of the musical shift:
From YinMian’s Beethoven Symphony No. 5 to DeliveryEverywhere’s Tchaikovsky Dance of the Little Swans—turning “challenge” into “mobility” and creating an audio cue for movement and arrival.
Invest once in character design, extend to multiple brands. This is IP’s commercial value.
Brand Layer: LOGO + Brand Positioning + Slogan = Unified Identity
Character Layer: Wu Song & Tiger = Cross-brand Memory Point
Communication Layer: 15-sec video + Social materials + Extended content
Extension Layer: IP licensing, Cross-industry collaboration, Merchandise
Deliverables
- Brand Strategy Deck (13 pages)
- Brand Launch Video (15 seconds)
- Brand Identity System Planning (logo, color, applications)
- Digital deliverables (1080p, PNG/PDF)
*This project is a simulated brand strategy demonstration. The brand concept is original and for portfolio presentation only.
Related Work: YinMian — Transformed instant noodles into a “win” challenge
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For complete methodology, portfolio exploration or collaboration: