The challenge was to humanize AI without pretending it is human. We designed a soft, friendly robotic presence that speaks, listens, and lives alongside people in real environments, approachable and warm, yet clearly a robot.
While the brand relies on graphic shapes and illustrated elements, we introduced food imagery to anchor the system in a real drive-thru context. This shift softens the visual language, balances the cooler palette, and makes the scenario immediately clear and relatable.
The logotype grows out of the product itself. The robot's form and the letter "a" share the same visual DNA, allowing the logo to reference the character even when it is not shown. The result is a mark that carries the presence of the robot through shape alone, simple, recognizable, and inseparable from the brand across every touchpoint.
Hi Auto needed a brand that works like fast-food franchises do: instantly recognizable, consistent across locations, and trusted in seconds. We built a robotic mascot that lives naturally in drive-thru environments, combining the familiarity of franchise branding with the intelligence of AI.
We designed Hi Auto's mascot as a white-label system, customizing it for each partner brand. Built on the original Hi Auto mascot and adapted using each brand's core colors, every robot has its own name, personality, and voice, creating a natural emotional connection between Hi Auto and the brand.
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