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2022.10
HJ CRUISE & HJ MARINA
HJ 크루즈 & HJ 마리나
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CLIENT
(주)HJ레저개발
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INDUSTRY
Lifestyle ,
Transport -
SERVICE
Creative Strategy ,
Branding(BI) ,
Verbal Identity
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THE CLIENT
클라이언트
The new brands 'HJ CRUISE' and 'HJ MARINA' from HJ Leisure Development aspire to be a cultural platform where different cultures and values blend harmoniously. They aim to lead Korea's leisure culture by offering rich leisure experiences amidst the beautiful nature of the Bukhan River. 'HJ CRUISE' is Korea's first 440-ton eco-friendly electric cruise ship, and 'HJ MARINA' is a modern structure, a 4-story floating pier on the river, offering picturesque views including a bakery cafe and rooftop garden.
HJ레저개발의 신규 브랜드인 ‘HJ CRUISE’와 ‘HJ MARINA’는 서로 다른 문화와 가치가 조화롭게 어울리는 문화 플랫폼이자, 아름다운 북한강의 자연 속에서 누리는 풍부한 레저 경험으로 한국의 여가 문화를 선도하는 랜드마크를 지향하고 있습니다. ‘HJ CRUISE’는 북한강 유역을 왕복하는 한국 최초 440t급 친환경 전기 유람선이며, ‘HJ MARINA’는 강 위에 떠있는 4층 규모의 수상 선착장으로 베이커리 카페와 옥상 정원 등 아름다운 풍경을 조망할 수 있는 현대적인 건축물입니다.
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THE OBJECTIVE
목적
'HJ CRUISE' and 'HJ MARINA' aim to provide high-quality customer experiences in various aspects such as accessibility, natural environment, design, and service. The goal is to redefine leisure culture beyond simple recreation, establishing themselves as a cultural landmark that blends diverse cultures and values harmoniously. YNL Design aims to develop a new brand concept through concept and BI design, providing customers with a unique brand experience based on the brand's vision of leisure culture.
‘HJ CRUISE’와 ‘HJ MARINA’는 접근성, 자연환경, 디자인, 서비스 등 다양한 영역에서 퀄리티 높은 고객 경험으로 시대를 리드하는 레저 경험을 제공하며, 단순한 여가를 넘어 레저 문화를 제시하고자 합니다. 아름다운 자연과 현대적인 건물, 즐거운 여가와 편안한 휴식 속에서 서로 다른 문화와 다양한 가치가 조화롭게 어울리는 문화적 랜드마크로 자리매김할 수 있도록 새로운 브랜드 컨셉의 개발이 필요했습니다. YNL Design은 ‘HJ CRUISE’와 ‘HJ MARINA’를 위한 컨셉과 BI 디자인을 통해 고유한 브랜드 경험을 개발하고, 브랜드가 지향하는 레저 문화에 대한 새로운 정의를 바탕으로 고객에게 색다른 브랜드 경험을 선사할 수 있는 어플리케이션 시스템을 개발하고자 합니다.
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THE SOLUTION
해결방안
YNL Design defines 'HJ CRUISE' and 'HJ MARINA' as cultural platforms where diverse cultures coexist and communicate. The design concept, "inviting an endless voyage," symbolizes the endless excitement and inspiration of a journey along the Bukhan River, where beautiful landscapes unfold endlessly. The visual identity of 'HJ MARINA' and 'HJ CRUISE' symbolizes iconic landmarks representing the region. The wave symbol, representing a journey full of excitement and inspiration, reflects the brand's landmark image and modern aesthetics. The color palette of navy blue, white, and silver expresses a comfortable yet sophisticated image.
YNL Design은 ‘HJ CRUISE’와 ‘HJ MARINA’를 다양한 문화가 공존하고 소통하는 문화 플랫폼으로 정의했으며, 북한강의 물줄기를 따라 아름다운 풍경이 끝없이 펼쳐지는 끝없는 설렘과 영감의 여정을 의미하는 ‘inviting an endless voyage’라는 컨셉으로 브랜드 디자인을 전개했습니다. ‘HJ MARINA’와 ‘HJ CRUISE’의 비주얼 아이덴티티는 지역을 대표하는 아이코닉한 랜드마크의 모습을 상징합니다. 특히 물결을 가르며 나아가는 모습의 심볼은 끝없는 설렘과 영감이 가득한 여정이라는 디자인 컨셉을 개발되었으며,브랜드의 랜드마크적 이미지와 현대적인 조형미를 반영했습니다. 편안하고 안정된 로고타입으로 자연 속에서 누리는 평온한 분위기를 연출합니다. 끝없는 항해의 이미지를 담은 네이비블루와 화이트, 실버 컬러를 함께 사용하여 편안하면서도 세련된 이미지를 표현합니다.
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