“The Blue Deer Steps into the World”…Helinox Unveils ‘Heli,’ a Character Embodying Its Brand Philosophy

Outdoor brand Helinox unveiled its new brand character ‘Heli’ on July 3 at the HCC Hannam Store in Seoul, launching an exhibition titled The Blue Deer Story that showcases the origin and creative journey behind the character.

The event brought together key contributors, including animation director Erick Oh and sculptor Andrea Blasich, who shared their creative processes and the philosophy embedded in the project.

According to Helinox, Heli is not merely a mascot but a symbolic embodiment of the brand's identity and message. “We envisioned Heli not just as a character, but as a medium to deliver a consistent and meaningful message that goes beyond products and logos,” said a Helinox spokesperson. The development of Heli began as an internal project nearly four years ago, culminating in the unveiling of a life-sized bronze statue at the event.

Erick Oh, known for his work in animation, led the character concept and worldbuilding. “From the beginning, we didn’t approach Heli as just a marketing figure. Instead, we treated it as a piece of art that reflects Helinox’s values and direction,” he said. Oh noted that the character was developed during the COVID-19 pandemic, a time marked by isolation and loss. “We wanted to create a warm yet resilient figure symbolizing reconnection with nature. The deer motif was ideal—gentle yet strong, a fitting representation of what Heli stands for.”

Sculptor Andrea Blasich, who began work on the Heli statue in the U.S. before collaborating with a foundry in Korea for the final bronze casting, described the experience as both challenging and creatively fulfilling. “Erick’s design was unlike typical animation characters, which made the process complex but incredibly inspiring,” he said. Despite language barriers during production, Blasich emphasized that shared passion and gestures bridged the gap. “Bronze is a medium that can endure for centuries. I hope Heli remains a symbol remembered for just as long.”

Helinox plans to use Heli as a central figure in future storytelling and exhibitions that reflect its philosophy. The Blue Deer Story exhibition is open at the HCC Hannam Store, where visitors can explore the character’s creative origins and sculptural journey.