IP image can help the brand to achieve rapid dissemination in diversified channels, thus forming a super symbol of the brand. Qingdao Brewery Fashion Cultural and Tourism has recently introduced an innovative IP image named HaJo Yaa, which is a combination of city characteristics, beer culture, entertainment, and trendy elements. The primary goal of this marketing strategy is to provide users with a pleasant experience, create emotional resonance, and establish a strong connection between the brand and the younger generation. The name "HaJo Yaa" is a Qingdao dialect word that means "Drink!" and is designed to create a lasting impression. The appearance of the IP image is modelled after a Qingdao beer bottle, with a yellow head serving as a hat and beer bottle cap. The character's hands in the pockets reflect its free-spirited nature, making it easily identifiable. The vivid yellow and green colour scheme, in combination with the character's witty expressions, aligns well with the light-hearted social atmosphere of beer and conveys a cheerful mood.

The design team has adeptly integrated the unique shape of the Qingdao beer bottle with the iconic duck shape to create an image of a spontaneous, trendy, and stylish socialite. Through personalized facial expressions, hands-in-pocket postures, and other character details, they have effectively communicated positive emotional values to young consumers. This image not only resonates with a younger audience but also enables them to comprehend beer culture in a fun and engaging manner, thereby guiding them to experience the sense of freshness and ritual of beer. To further enhance the experience, Qingdao Brewery Fashion Cultural and Tourism has launched a range of cultural and creative products around this IP image. These products aim to relieve the stress and anxiety of modern customers and infuse a sense of freshness and happiness into their lives.

The IP image is widely recognized for its cool and unique style and is used by various industries to improve brand recognition and lay a solid foundation for later brand marketing. Additionally, the IP image has been used to create a variety of cultural and creative products, expanding online and offline sales and promotional channels while increasing brand exposure. Creating a youthful, trendy, and personalized corporate image is essential for effective brand communication and can result in significant commercial benefits for the company.

Taking into account the recent trends in socialisation, youthfulness, and scenarios surrounding beer consumption, a novel marketing image has been developed. This image seeks to deviate from the traditional approach to corporate image building within the beer industry and encourages the industry to adopt a more innovative and youthful design language. The image, as a vibrant symbol of the beer culture, will propagate beer culture in a more relaxed and joyful manner. It shall imbue beer with greater significance on both the life and emotional levels and offer customers an enriching experience.

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Qingdao Brewery Fashion Cultural and Tourism is aiming to create a new corporate image through this brand IP design. The objective is to infuse youthful, trendy and personalized characteristics into the company and make it more appealing to the young consumer group. The ultimate goal is to achieve commercial success by standing out in a competitive market.