《兔爷》IP创意设计

兔爷 IP 以老北京兔爷经典形象为创作根基，深度融合西城区深厚的历史文化底蕴与现代文创 “萌趣化、年轻化” 的传播需求，将兔爷塑造成守护西城文化的 “骁勇兔卫”。它既保留兔爷传统民俗符号的辨识度，又通过创新设计，成为连接西城历史与当代消费、文旅场景的鲜活文化载体，助力西城区文化产业 “新业态、新消费、新传播” 协同发展体系构建，让古老民俗在现代文创浪潮中焕发新生。

兔爷原型传承：整体造型延续兔爷 “人身兔首” 的核心特征，头部保留兔耳的灵动形态，同时将兔耳进行艺术化夸张，采用浅粉色调，既呼应传统兔爷的色彩审美，又似西城古建筑飞檐的剪影，暗合西城作为古都核心区的建筑文化基因，让 IP 从视觉根源锚定 “老北京文化” 标签。

IP 形象适合开发为摆件、钥匙扣、盲盒等可量产、易携带的伴手礼。例如，将 “骁勇兔卫” 制成搪胶材质的迷你摆件，摆放在书桌、车载空间，成为消费者 “把西城文化带回家” 的具象载体；钥匙扣则能让 IP 随消费者出行，在日常场景中持续传播西城文化。

设计师：JANE

The "Tuyue" IP is rooted in the classic imagery of the traditional "Tuyue" (Rabbit God) of old Beijing, deeply integrating the profound historical and cultural heritage of Xicheng District with the modern creative needs of "cuteness and youthfulness" in cultural dissemination. It transforms the Tuyue into a "brave rabbit guardian" that preserves the iconic folk symbols of the Tuyue while innovating its design to serve as a vibrant cultural medium connecting Xicheng's history with contemporary consumption and tourism. This IP contributes to the collaborative development system of "new formats, new consumption, and new dissemination" in Xicheng's cultural industry, revitalizing ancient folk traditions within the modern creative wave. **Prototype Heritage:** The overall design retains the core feature of the Tuyue—its "human body with a rabbit head." The head maintains the lively form of rabbit ears while artistically exaggerating them in a light pink hue, echoing the traditional color aesthetic of the Tuyue while resembling the silhouette of ancient Xicheng's architectural eaves. This visually anchors the IP with the "old Beijing culture" label. **IP Image Potential:** The design is well-suited for mass-produced, portable gift items such as ornaments, keychains, and blind boxes. For instance, the "Brave Rabbit Guardian" could be crafted into a mini figurine made of plasticine, placed on desks or in cars, serving as a tangible way for consumers to "bring Xicheng culture home." Keychains allow the IP to travel with consumers, continuously spreading Xicheng's cultural heritage in everyday scenarios.

Designer: JANE