LINE FIRENDS is a character brand that started as emoticons for the mobile messenger "LINE" which is used by 200 million users worldwide. By utilizing basic logos, colors, fonts and hundreds of source characters made for emoticons, possibilities for expression and expansion are left open as much as possible. From business cards, ID cards and signage to interior design, everything was created in order to display the wit and individuality of the company’s identity. Incorporating various experiences, LINE FRIENDS’ witty CI encourages big and small changes in attitudes and work environments.