Bringing Color to Industry and Making the Brand More Approachable
HELI continues to refresh its brand image with the official launch of three mascot characters — LIFTY, Brainy, and Towly — designed to represent the brand’s machinery solutions and intelligent logistics technologies in a more friendly, engaging, and modern way.
Each mascot embodies a key aspect of HELI’s industrial expertise, translating complex heavy-industry technologies into approachable and relatable stories for a broader audience.
LIFTY represents HELI forklifts, symbolizing power, strength, and reliability.
Brainy, the intelligent AGV character, reflects automation, precision, and future-ready innovation.
Towly, in green and white tones, represents lifting, towing, and stable material handling solutions with a focus on safety and trust.
Developed as mascot and IP characters, LIFTY, Brainy, and Towly will be featured across brand communications, marketing activities, exhibitions, digital platforms, and cultural & creative products — strengthening brand recognition with a warmer and more contemporary identity.
This launch highlights HELI’s direction in combining industrial strength with creativity, reinforcing its leadership in material handling solutions while engaging customers, partners, and younger generations through a more vivid and accessible brand language.
From machines to characters — HELI is redefining how industrial stories are told.
