2023Feb17

necco Note

FiTOブランドキャラクター「フィトくん」誕生秘話🦔

Project

INDEX

FiTO（フィト）とは
フィトくんとは🦔
フィトくんの生い立ち
フィトくんを作るうえで大事にしたこと
フィトくん完成イラスト
サービスサイト・アプリへのフィトくんイラストの展開
フィトくんというブランドキャラクターが生まれて起きたこと
サービスを育てるブランドキャラクターはみんなで作る

こんにちは。デザイナーの今（こん）です！

今回はneccoがブランド・UI・サービスサイトデザインをお手伝いさせていただいた、縫製料金の自動見積りサービス「FiTO」のブランドキャラクター・フィトくんが生まれた背景について書いていきたいと思います。

FiTO（フィト）とは

FiTO – 縫製料金の自動見積りサービス

MORE HEALTHY APPAREL「つくりたい服を、納得の価格と品質で」
をコンセプトに、健康的な服作りの未来実現を目指す縫製料金の自動見積りサービス。

画像アップロードで作りたい服の見積りを自動で計算したり、仕様をポチポチ直感的に選ぶことができる、服作りをしたい方々に向けたやさしいサービスです。

フィトくんとは🦔

そんな素敵なサービスFiTOのブランドキャラクターがフィトくんです。

お針子・仕立て屋さんの小さなハリネズミです🪡

FiTOの広報担当としてサービスのご紹介や、実際にサービスを利用してくれたユーザーさんの感想や疑問に日々お答えしています。

フィトくんの生い立ち

まだまだデビューしたばかりのフィトくんですが、こんな経緯で生まれました。

「仕立て屋さんのハリネズミがいたらかわいいかも？」

FiTOのブランドづくり、アプリづくり、サービスサイトづくりに奔走する中、メンバーからそんな声があがりました。新しいサービスだし、もっと覚えてもらいたい！せっかくイチからサービスを作るのであれば、もっとブランドを補強できる存在がいるといいのでは…!?

縫製サービスだから服作りを連想するような特徴がある動物がいいね！ハリネズミはどうだろう？

そんな会話を繰り広げながらハリネズミのキャラクターを誕生させる運びとなりました。

ハリネズミ、ハリネズミ…ハリネズミってどんな造形だったかな？

いざキャラクターづくりに向かってみると、自分のなかにハリネズミの情報量が思ったより少ないことに気づきました。まずはハリネズミの写真や資料を集めながら造形をインプットして理解を深めていきます。

実際のハリネズミのキャラクターを調べながら、そのどれともかぶらないように…でもちゃんとハリネズミで、かつ可愛く複雑じゃないキャラクターを目指し、勢いにまかせてフィトくんのラフを描き起こしてみました。（正味1時間くらい？）

「どうでしょう…？」チームのみんなに見てもらうと、初案からとても好感触！

実は初期フィトくんは今の姿からは想像できないくらい、ヘルシーな小麦肌でした🏝
（ハリネズミというよりはクマっぽい…？）
髪の毛の色もハリネズミらしいものから個性的な派手髪まで色々試してみました。

表情の検証。口や鼻の影をつけてみたら少し怖くなってしまった…

仕立て屋さんのイメージでスーツを着せてみましたが、なんだか正装感が強くなってしまいました。顔まわりにも髪の毛を足してみましたが、複雑な印象になったのでお蔵入り。

目の大きさを検証。大きめの目もかわいいけど、小さめのつぶらな瞳のほうが「フィトくんっぽくてかわいい！」と好評でした。

笑顔は目の厚みで雰囲気が変わります。まぶたの厚みが少ないと無邪気な感じ、厚みがあると微笑み感が強まります。

調整に調整を重ねたフォルム

調整を重ねたフィトくんのさまざまなフォルムの検証イラスト。 — 調整を重ねたフィトくんのさまざまなフォルム

顔の造形や肌・髪の毛の色が決まってきたので、いくつかポーズや横姿、後ろ姿などの展開をして、フォルムを検証。

おじぎをしたらどんな顔の形か？バンザイしたら？横をむいたら？仰向けになったらなど、さまざまなフォルムとポーズを作成しました。

特に横向きのフィトくんにはかなり苦戦しました。特徴的で複雑な髪の毛、長い鼻先、ふっくらしたお腹…それらを横から捉えるとどうなるんだろう？ひとつひとつのパーツのバランスで横顔の可愛いさにも違いがでてきます。

いくつかのポーズやフォルムを作成したら、最後の微調整として、髪の毛を改めて見直しました。

言わずもがなハリネズミは、髪の毛（針）の部分がとても複雑で難しいです。ここはラフ作成後も、かなり時間を使って調整していきました。

色味も最初は肌の色がくすんでいたのですが、アプリの爽やかな色合いに馴染むように調整を重ねました。

今思うと、この地道なチューニングがアプリ全体との調和につながっているなと感じます。

毛量の調整でいくつかパターンを作成しましたが、髪の毛は一番最初のものが違和感がなくバランスがとれていたので、最初の案になりました。

フィトくんを作るうえで大事にしたこと

まずは第一に、キャラクターを見てくれた方に初見で好きになってもらえるか？愛されるか？を大事にしました。

好きになってもらう要素として、フィトくんでは下記に気をつけました。

フォルムがモチモチ、やわらかい曲線になっていて、かわいらしさを出せているか？
表情が豊かで、愛嬌を感じることができるか？
髪の毛や形はデフォルメはしているが、不自然ではないか？

まだ新設されたばかりのサービスなので、初見で少しでもかわいさや、愛嬌を持たせられるかに注力しました。

また、ブランドのイメージに合うか・ブランドを支えられるか・利用するお客さまに寄り添えるか、受け入れてもらえるかは、どのキャラクターを作成するときも気をつけています。

FiTOは「必要な服を、必要な時に、必要な量だけつくる」をコンセプトにしているので、コンセプトにそった服作りを行う利用者さんと奔走するキャラクターを目指しました。

フィトくん完成イラスト

上記を踏まえて、正面の立ち姿、仰向け、横・後ろ姿、さまざまな表情のフィトくんを作成しました。下記が完成したフィトくん一式になります。

フィトくんの顔や正面やポーズなどの完成イラスト — フィトくんの顔や正面やさまざなポーズの完成イラスト

ポーズや表情にバリエーションが出てくると、キャラクターが輝ける場所がどんどん湧いてきます。ウェブサイトのこんな場所で利用できそう？ウェブアプリケーションのこんな時に使えそうなども浮かんできます。

実際はこの時にこのようなイラストがほしい！という要望などが先の場合もあると思いますが、パターンを作成して展開しておくと、ウェブサイトやアプリケーションが活き活きしてくると思います。

サービスサイト・アプリへのフィトくんイラストの展開

ブランドキャラクターであるフィトくんが完成したら、次にサービスの紹介サイトやウェブアプリケーションに利用するイラストをフィトくんを登場させながら作成していきました。

例えば、

新規登録メールが送信されたときのイラスト
見積り中のときのイラスト
見積りが完了したときのイラスト
見積り種別の選択画面用のイラスト

などです。

フィトくんがこの自動見積りサービスFiTOで担う役割は、サービスの案内役です。なのでアプリの要素を取り入れてわかりやすく、利用者さんに今の見積り依頼の状況が伝わりやすく、かつ楽しくなるように心がけました。

そしてサービスのブランドカラー・グラフィック要素を全体に取り入れて、溶け込む・馴染むようにキャラクター周辺のイラストを作成しています。

アプリ内でどこかにフィトくんいるかな？と探したくなるようなイラストを目指しました。

ぜひ、アプリやサイト内のいろんなところにいるフィトくんを探してみてください！

フィトくんというブランドキャラクターが生まれて起きたこと

フィトくんが生まれたことで、社内・社外でも嬉しい交流がおこりました。特に嬉しかったのは「FiTOユーザーさんと優しいコミュニケーションが生まれた」ことです。

フィトくんがユーザーさんとコミュニケーションを取りやすくする、架け橋的存在になってくれたがことがとても嬉しいです。サービスにとって、利用してくれているお客さまの声がサービス運営者に届くことはとても重要です。改善・信頼を積み重ねることでよりよいサービス、強固なブランドづくりにつながる。そんな一助をフィトくんが担ってくれるのかなとワクワクしています。

1. FiTOくん公式Twitterができていた

SNSでフィトくんの専用アカウントが誕生し、一生懸命広報のお仕事をしている姿を見ることができました。実はフィトくんがSNSの広報として発信していくことを知らなかったので、FiTOリリース後に「フィトくんが発信してる！生きてる！」と嬉しい衝撃を受けました。

フィトくん | FiTO – 縫製見積りサービス公式Twitter

フィトくん | FiTO – 縫製見積りサービス公式ツイッター @app_fito

フィトくんは小さくてもプロの仕立て屋さんなので、知識や技術はプロフェッショナル。

Twitterのユーザーさんとのやり取りや投稿のなかでその片鱗を感じることができます。縫製の未来づくりに本気で取り組む熱いハートを持った生粋の職人さんです🔥

2. 社内外のみんなにたくさんかわいがってもらえた

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弊社モーションデザイナーふゆなさんがフィトくんを動かしてくれました！
ピコピコ一生懸命動く姿がすごく可愛い！一気にフィトくんに魂が入りました🎉

このトコトコフィトくんはneccoの社内Slackでもスタンプとしてみんなに親しまれています。

SNSで告知後も嬉しい反応をたくさんいただきました！フィトくんからFiTOを認知してもらえたことも嬉しい！

neccoメンバーが描いたフィトくんのイラスト — 数多くのフィトくんの概念が生み出されてきました

社内のみんなが描くアプリやサービスサイトの手書きのスケッチには、フィトくんが時折現れます。それぞれの人柄？が垣間見える味わい深いフィトくんがすきです。

開発チームのエンジニアさんも、アプリ内に登場するフィトくんの存在を楽しんでくれました。

FiTOサービスサイトのフッターでﾄｺﾄｺ歩いてくるフィトくんは弊社デザインエンジニアでもある阿部さんの粋なはからいで登場！画面の端っこ、地平線の彼方から歩いてくるどことなくシュールなフィトくんに愛おしさが止まりません…。

他にこんなところにも！

ヘッダーのログインボタンの影からフィトくんがひょっこり👋

チームのみんながいつもフィトくんを見る度「かわいい！」と言ってくれるのが、とても微笑ましく嬉しかったです。長期プロジェクトで少し気持ちが追い込まれ気味なときも、フィトくんが空気をまろやかにしてくれたかもしれません。

サービスを育てるブランドキャラクターはみんなで作る

愛されるキャラクターは一人では作れない。

生み出す人・動かしてくれる人・実装してくれる人・人格を作ってくれる人・応援してくれる人、そのすべての掛け合わせと積み重ねで愛されるキャラクターができるのかなと思っています。今回フィトくんを通してそういった関わる人を巻き込むことで生まれる温かさをすごく実感しました。

作ってみようと後押ししてくれたチームと、フィトくんを温かく受け入れてくれたFiTO発起人・株式会社フクル木島さんに感謝です。そしてフィトくんを育ててくれるみなさまに心からの感謝を！

これからもFiTOとフィトくんをどうぞよろしくお願いします🦔🪡

FiTOプロジェクト制作の全貌は、下記の実績ページで紹介しています。ぜひご覧ください！

FiTO Service Design & App｜Project

株式会社フクル代表の木島さんがフィトくんを喜んでいてくれてる画像 — フクル木島さんのあたたかいコメント

📮 お仕事のご依頼やご相談、お待ちしております。

お仕事のご依頼やご相談は、お問い合わせからお願いいたします。

🤝 一緒に働きませんか？

下記の職種を募集中です。より良いデザイン、言葉、エンジニアリングをチームで追求していける方をお待ちしております。詳細は採用情報をご覧ください。

フロントエンドエンジニア
アシスタントフロントエンドエンジニア
ディレクター
アシスタントディレクター

🗒 会社案内資料もご活用ください。

会社のサービスや制作・活動実績、会社概要、ご契約など各種情報をまとめた資料をご用意しています。会社案内資料からダウンロード可能ですので、ぜひご活用ください。

2026年4月8日更新

今聖菜

Seina Kon

秋田県生まれ。秋田公立美術短期大学でデザインを学び、卒業後、県内外の企業ブランディング、商品パッケージ、販促ツール、書籍、ウェブなど商業デザイン全般に従事。イラストレーション及びそれを用いたデザインを得意とし、ニーズに合わせたジャンルを問わない幅広いデザイン展開を経験。2016年10月よりneccoに参画。常に丁寧なデザインを心がけ、グッとくる芯のある面白いものを作るべく日々奮闘中。 2022年、共著『これからはじめるFigma Web・UIデザイン入門』（マイナビ出版）を出版。好きなものは、犬、猫、デザイン、洋服、アイドル。趣味はイラスト制作、寝ること。良くも悪くも全てにおいて非常にマイペース。似ているキャラクターはもののけ姫のこだま。人間に例えられたことがない。