Popular ⋮ Similarly, Cooky, developed by Jeon Jung-kook, is defined as a tough rabbit that unexpectedly transforms when angered. — BT21 LINE FRIENDS Laptop Backpack, Computer Travel Bag for Men and Women, Multi, 17 Inch — [Find out]
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. The initial concept for the IP derived less from focus group metrics and more from direct, often spontaneous, artistic contribution. The project commenced not as standard corporate licensing, but as an intensive co-creation effort where the seven members defined the character personalities and sketched foundational ideas directly with the LINE FRIENDS team. This complexity meant translating sometimes highly abstract, two-dimensional pencil renderings into fully defined, marketable three-dimensional forms suitable for accessories.
Character Genesis and Intent
The depth of the characterization stems from deliberate, non-linear design choices. Each BT21 figure, or 'Unit,' required an individual narrative origin far beyond simple aesthetics. For instance, the character Koya, imagined by Kim Nam-joon (RM), is perpetually sleepy, possessing a removable head and an overarching philosophical bent regarding slumber. His creation was based on observing the designer’s self-reflection, an unusual genesis for consumer product branding. Similarly, Cooky, developed by Jeon Jung-kook, is defined as a tough rabbit that unexpectedly transforms when angered. The design mandate was clear: avoid conventional cuteness in favor of idiosyncratic, sometimes confusing, personal emblems.
Design Anomalies
This collaboration required balancing individual artistic input with mass-market feasibility. The designs possess inherent contradictions. Shooky, the creation of Min Yoon-gi (Suga), is a tiny, mischievous cookie who harbors a deep fear of milk—an immediate, illogical design point that distinguishes him from standard food-themed mascots. The most unique figure might be Tata, developed by Kim Tae-hyung (V). Tata is presented as an alien with a heart-shaped head who left his home planet (BT) to spread love across Earth. His ability to shapeshift means that his physical representation is inherently unstable and multi-faceted, an unexpected trait for a fixed image on consumer goods. This unusual foundation ensures the backpack does not simply represent a logo, but rather a collective visual memoir of disparate concepts.
Expanded Highlights
* The BT21 intellectual property was co-created directly by the seven members of BTS and LINE FRIENDS designers in 2017.
* Koya, the character representing RM, is characterized by having a removable head and philosophical inclinations toward sleep.
* Shooky, the cookie character, is uniquely defined by his intense aversion to milk, which provides a specific, self-defeating trait.
* Tata, the character designed by V, is an alien capable of shapeshifting, moving the design beyond fixed anthropomorphism.
* Van, the character who protects the BT21 figures, was intentionally designed to represent the collective fandom (ARMY) rather than a specific band member.
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Concept One BT21 LINE FRIENDS Laptop Backpack, Computer Travel Bag for Men and Women, Multi, 17 Inch 4.9 4.9 out of 5 stars (16) Save 15% Price, $52.70 $ 52 . 70 Typical: $61.96 Typical: $61.96 $61.96 Lowest price in 30 days .prime-brand-color {color: ⁘ } Prime members get FREE delivery Tomorrow, Jul 26 Or Non-members get FREE delivery Wed, Jul 30 Only 16 left in stock - order soon. Small Business Small Business Shop products from small business brands sold in Amazon's store. Discover more about the small businesses partnering with Amazon and Amazon's commitment to empowering them. Learn more Add to cart
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