LINE Horoscope:
REBRANDING
Client
LINE Company
(Thailand)
Industry
Technology
Year
2021
Category
Branding Design
Role
Art Director
CHALLENGE
LINE Horoscope, or "LINE ดูดวง", is the platform on that LINE users can get online daily horoscope and astrology predictions for free. To promote the new features, like fortune-tellers service, personalized message reminder, spiritual activity service, amulet online shop, and community, provided 2 characters must include in the 2021 rebranding.
PROCESS
Fist of all, I researched about the brand, like brand background, existing features, audiences, and the objective of rebranding. After deep researching target insight, and got the key concept, It's time to detail 2 main character the clear personality. It is important to define it before setting the direction for communication.
SOLUTION
As an Art Director, I developed the brand identity for LINE Horoscope based on the concept of “The Star Movement.” Inspired by stargazing, the northern lights, and myths such as the Goddess of Dawn, the design reflects how celestial movements have always been seen as messages from the universe. From this idea, I created a five-color communication system—each color representing a different mood and emotion—allowing the brand to connect with audiences on both a functional and symbolic level.
Characters
Two key characters were introduced as part of the visual identity system to bring the brand to life:
-
Nong Kumarn – a playful expert in beliefs, whether Thai, Chinese, or international. He is used in content related to news, lifestyle, fashion, and cultural insights.
-
Meow Sawad – a whimsical cat symbolizing emotional uncertainty and curiosity. He is used in horoscope-related content, including wishes, fortunes, and questions about destiny.