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2022.04
AU CALM THE TERRACE
오캄 더 테라스
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CLIENT
Elcru
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INDUSTRY
Lifestyle ,
Real Estate -
SERVICE
Creative Strategy ,
Verbal Identity ,
Branding (BI)
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THE CLIENT
클라이언트
Elcru Au Calm aims for a true luxury life beyond high-end residences. Located not far from the city center but near a dense forest, Elcru Au Calm is a luxury terrace house where you can enjoy the city’s smartness, tranquil natural scenery, and rich residential experience. Terrace House was developed based on the understanding and concerns about people. With high ceilings and broad private terraces that enrich the space, separate spaces such as study, dressing room, and laun-dry room, a spacious and comfortable bathroom like the one in a luxury hotel, and the interior covered in relaxed and calm colors accentuated by high-quality marble and wood materials, a living room with a view of nature, and a roof garden to grow flowers and plants, the Terrace House offers a true relaxation from the bustle and stress of the city. Convenience facilities for residents form harmonious spaces where various lifestyles and tastes coexist. Var-ious convenient spaces created considering individual preferences, such as the leisurely lobby lounge and botanic garden, private library and cafeteria for comfortable resting, Pilates and fitness center, golf simulator lounge, grand dining room, and party room, provide a highly satisfying residential experience. All these experiences together complete the lifestyle of Elcru Au Calm that evokes a sense of wellness. Elcru Au Calm will be a peaceful sanctuary for those seeking a true luxury lifestyle, bringing leisure and inspiration to life beyond just a luxury residence brand.
Elcru Au Calm은 하이엔드 주거를 넘어선 진정한 럭셔리 라이프를 고민합니다. 도심에서 멀지 않지만 울창한 숲 근처에 위치한 Elcru Au Calm은 도시의 세련됨과 평온한 자연의 경관, 풍요로운 주거 경험을 누릴 수 있는 고급 테라스 하우스입니다. 테라스 하우스는 사람에 대한 이해과 배려를 바탕으로 개발되었습니다. 공간을 더욱 풍성하게 만드는 높은 층고와 넓은 프라이빗 테라스, 서재와 드레스룸, 세탁실 등 별도의 공간 구성, 럭셔리 호텔처럼 넓고 쾌적한 구조의 욕실, 편안하고 차분한 컬러의 실내에 고급 대리석과 우드를 포인트로 활용한 세련된 인테리어, 자연의 경관을 감상할 수 있는 거실, 꽃과 식물을 가꿀 수 있는 옥상 정원 등 세심하게 설계된 테라스 하우스는 도시의 분주함과 스트레스에서 벗어나 진정한 휴식을 제공합니다. 입주민을 위한 편의시설은 다양한 라이프스타일과 취향이 공존하는 조화로운 공간입니다. 여유로움이 가득한 로비 라운지와 보타닉 가든, 편안한 쉼을 위한 프라이빗 도서관과 카페테리아, 필라테스 및 피트니스 센터, 골프 시뮬레이터 라운지, 그랜드 다이닝룸 및 파티룸 등 개인의 취향을 고려한 다채로운 편의공간은 만족감 높은 주거 경험을 제공합니다. 이 모든 경험들이 모여 웰니스의 감성을 일깨우는 Elcru Au Calm의 라이프스타일을 완성합니다. 진정한 럭셔리 라이프를 찾는 이들에게 Elcru Au Calm은 단순한 고급 주거 브랜드를 넘어 삶에 여유와 영감을 선사하는 평온한 안식처가 될 것입니다.
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THE OBJECTIVE
목적
The brand name of Elcru Au Calm comes from the French word Au Calme, which means a comfortable and relaxed life. This is a brand name that represents the tranquil lifestyle pursued by Elkrew Okam and contains the essential value of residential space in the pandemic era. Living in Elcru Au Calm means not just enjoying luxurious buildings, convenient concierge services, rich amenities and beautiful scenery, but ultimately experiencing an elegant and relaxed lifestyle carefully de-signed for the physical, mental and emotional well-being of the residents. YNL wanted to redefine the luxury life that Elcru Au Calm is aiming for, and to showcase brand identity that is differentiated from traditional luxury residential brands. The main goal of the project was to develop brand identities with a sense of meticulous consideration and warm hospitality based on the intrinsic value of the brand's leisurely life and comfort, and to develop application items that can give residents a unique brand experience.
Elcru Au Calm의 브랜드 네임은 편안하고 여유로운 삶을 의미하는 프랑스어 Au Calme에서 유래했습니다. 이는 엘크루 오캄이 추구하는 여유로운 라이프스타일과 팬데믹 시대에 주거 공간이 본질적으로 지녀야 될 편안함이라는 가치를 담은 브랜드 네임입니다. Elcru Au Calm에서 산다는 것은 단순히 고급스러운 건물과 편리한 컨시어지 서비스, 풍부한 편의 시설, 아름다운 경관을 누린다는 의미에서 머물지 않고, 개인의 육체적, 정신적, 감성적 행복을 위해 세심하게 설계된 우아하고 여유로운 라이프스타일을 누린다는 의미를 지니고 있습니다. YNL은 Elcru Au Calm이 지향하는 럭셔리 라이프에 대해 새롭게 정의하고, 기존의 럭셔리 주거 브랜드와 차별화된 브랜드 아이덴티티를 선보이고자 했습니다. 무엇보다 브랜드가 추구하는 여유로운 삶과 편안함이라는 본질적 가치를 기반으로 브랜드 고유의 감성이 느껴지는 브랜드 아이덴티티를 개발하고, 입주민에게 세심한 배려와 따스한 환대의 경험을 제공할 수 있는 어플리케이션 항목을 개발하는 것이 프로젝트의 주된 목표였습니다.
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THE SOLUTION
해결방안
YNL defined the brand essence of Elcru Au Calm with the sentence “Au Calme Life Evoking a Sense of Wellness.” Based on this, YNL developed a brand identity that captures the essential value of Elcru Au Calm. The C-shaped monogram symbol surrounding the initial A symbolizes the vision of Elcru Au Calm, which is to invite the rich beauty of nature into a living space and inspire life. The wide serif of A, which reflects the terrace space, the characteristic of the building, expresses the lifestyle of Elcru Au Calm that adds leisure to daily life. The curved horizontal stroke that completes A refers to a high-quality residential experience, care-fully designed for the convenience of residents. The logotype of Elcru Au Calm expresses the open space and leisure that embraces the richness of nature. It also represents the value of thoughtful consideration with high-quality details. The combination of beige, light brown, and dark brown colors, reminiscent of warm sunlight and shadows, and the elegant gold express the warm hospitality and affluence of the brand. The graphic motif developed on the concept of ‘hospitality of light’ expresses the experience of wellness pursued by the brand as a wave of light that extends into customers’ lives. The wave of light used at vari-ous touchpoints, including the welcome package and billboard, brings vitality to the brand. It expresses the identity of Elcru Au Calm, which provides inspiration and tranquility to life in emotional and visual language.
YNL은 Elcru Au Calm의 브랜드 에센스를 “Au Calme Life Evoking a Sense of Wellness”라는 문장으로 정의하였으며, 이를 기반으로 Elcru Au Calm의 본질적 가치를 담아낸 브랜드 아이덴티티는 개발하였습니다. 이니셜 A를 감싸고 있는 C 모양의 모노그램 심볼은 자연이 지닌 풍성한 아름다움을 주거 공간으로 초대하여 삶에 영감을 선사하는 엘크루 오캄의 비전을 상징합니다. 건물의 특징인 테라스 공간을 반영한 A의 넓직한 serif는 일상에 여유를 더하는 엘크루 오캄의 라이프스타일을 표현했으며, A를 완성하는 곡선 형태의 가로획은 입주민의 편의를 위해 세심하게 설계된 완성도 높은 주거 경험을 의미합니다. 엘크루 오캄의 로고타입은 자연의 풍성함을 수용하는 열린 공간감과 여유로움을 표현하는 동시에 완성도 높은 디테일로 세심한 배려의 가치를 표현합니다. 따스한 햇빛과 그림자를 연상케하는 베이지, 라이트 브라운, 다크 브라운의 컬러 조합과 품격 있는 골드를 활용하여 브랜드가 지닌 따스한 환대와 풍요로움을 표현합니다. ‘빛의 환대’라는 컨셉으로 개발된 그래픽 모티브는 브랜드가 추구하는 웰니스의 경험을 고객의 삶으로 확장되는 빛의 물결로 표현했습니다. 웰컴 패키지와 빌보드를 비롯한 다양한 터치포인트에서 사용되는 빛의 물결은 브랜드에 생동감을 부여하고, 삶에 영감과 평온함을 선사하는 엘크루 오캄의 정체성을 감성적, 시각적 언어로 표현합니다.
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