Building character affinity through a hands-on making experience

Yellow Hat wanted to broaden awareness of Hatnyan through a participatory brand touchpoint that could build affection beyond simply seeing the character.

We preserved the character’s distinctive identity while adapting its form to the number of clay pieces and the practical needs of an event setting, creating a kit that beginners could enjoy completing.

The resulting clay-kit event turned the act of making Hatnyan by hand into a brand experience designed to strengthen awareness and affection.