ON THE ROAD驿起野IP形象设计
TEAMCD：彈簧SD：木村D：夏夲、藤椒S/AE：秋秋YEAR：2025CLIENT：蜀道集团SERVICE：IP形象
“ON THE ROAD” is an outdoor lifestyle IP developed by Shudao Group for its highway service areas. “驿” evokes a place to rest and recharge before setting off again, while “野” represents nature, freedom, and exploration. Together, “驿起野” conveys a spirit of setting out together and embracing the wilderness. The English name, ON THE ROAD, reflects the brand’s spirit of exploration and the journey forward.
The IP character combines the features of a wild man and a deer, with antlers as its signature visual element. Blending the primal strength of the wild man with the agility and vitality of the deer, the character embodies a distinctive balance of untamed energy and natural spirit. Its dynamic running pose conveys movement and a passion for exploration, expressing the freedom of leaving the road behind and venturing into the mountains and wilderness.
Born of the Road, Bound for the Wild.
The IP character combines the features of a wild man and a deer, with antlers as its signature visual element. Blending the primal strength of the wild man with the agility and vitality of the deer, the character embodies a distinctive balance of untamed energy and natural spirit. Its dynamic running pose conveys movement and a passion for exploration, expressing the freedom of leaving the road behind and venturing into the mountains and wilderness.
Born of the Road, Bound for the Wild.
“驿起野”是蜀道集团围绕交通服务区打造的户外生活方式 IP。“驿”寓意休憩与重新出发，“野”代表自然、自由与探索，传递结伴出发、奔赴山野的生活态度。英文名 ON THE ROAD 则呼应品牌在路上、不断探索的精神。
IP 形象融合“野人”与“鹿”的特征，以鹿角作为核心识别符号，结合野人的原始力量与鹿的灵动生命力，塑造兼具野性与自然感的品牌角色。通过奔跑姿态，强化探索与行动的视觉表达，展现从公路出发、奔向山野的自由精神。
以路之名，向野而生。
IP 形象融合“野人”与“鹿”的特征，以鹿角作为核心识别符号，结合野人的原始力量与鹿的灵动生命力，塑造兼具野性与自然感的品牌角色。通过奔跑姿态，强化探索与行动的视觉表达，展现从公路出发、奔向山野的自由精神。
以路之名，向野而生。
