Overview
Townimals is a mobile game concept where players can interact with animal characters and play mini-games. Collect items to expand your village and entice new animals to live there. Each Townimal has a unique job and mini-games.
Roles: Illustration, character design, UI / UX, branding,
conceptual, advertising, copywriting
Audience
Anyone between the ages of 13-30
(with a larger demographic from women 13-24)
Casual gamers
Often mobile games, casual games usually do not have a high learning curve, have few controls, and do not require a significant amount of time to play.
The town-building, merging, idle, sim, and other casual game categories were of specific interest for my target audience.
People who like the cute, playful, “kawaii” style
Roughly translated as “cuteness,” kawaii is one of the most frequently used Japanese words. In a broader sense, it describes the culture of celebrating all things adorable and embracing fictional characters as the embodiment of positivity.
The concept soon evolved into the world-wide phenomenon it is today, spreading through many aspects of modern of life, including art, fashion, technology, and even food.
Character design process
Starting with an overall sketch dump of my ideas for this world, I started creating characters, and the items and buildings that would relate to them. This was a freeform, visual “brainstorming” session. I then refined each character digitally, making sure the style was cohesive.
Colby the Mailman
Chatty and energetic, Colby delivers mail and parcels to the residents of your town. When visiting the post office, you can assist Colby in delivering daily packages and mail, and sorting letters.
Sophia the Baker
Sweet as her pastries, Sophia is the baker of the town. When visiting her bakery, you can help out - whether it's growing wheat so she can make her bread, delivering goodies to the town, or preparing a cake for a fellow townimal.
Pippy the Ice Cream Man
Jolly and a bit timid at times, Pippy serves yummy frozen treats to the residents of your town. When visiting his parlor, you can assist him by making ice cream or serving up orders for fellow townimals.
Monique the Fashionista
The most fashionable in the village, Monique runs a fashion store where townimals and humans alike can buy clothing and jewlery to update their look. When visiting her shop, you can help her organize the store and choose new looks. M-a-a-a-velous!
Process work
For a more extensive look at my process on this project, click through the slideshow below.