MY TREE is a mascot IP series created for the 10th anniversary of a chip technology company. Inspired by the brand’s tree-named chips, I designed nine “Tree Spirit” characters, each reflecting a specific chip’s traits. The project connects nature and technology as a metaphor for growth and innovation. Starting from hand-drawn sketches, I abstracted chip functions into spirits based on different tree species. I then sculpted the characters in 3D, refining their forms and colors to express personality and purpose. To boost collectability and user interaction, I created a blind box packaging system. Each box includes a figure and a character card, enhancing the story behind every Tree Spirit. This project merges storytelling, design, and branding to mark a decade of progress.