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2022.07
IROE
이로에
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CLIENT
농업회사법인(주)에이스팜
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INDUSTRY
Lifestyle ,
Beauty -
SERVICE
Creative Strategy ,
Branding(BI) ,
Verbal Identity ,
Packaging
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THE CLIENT
클라이언트
AceFarm launched its brand "이로에" with a genuine philosophy, offering a total (Inner & Outer) beauty care solution using fresh aloe directly cultivated from a clean and pure region in Mungyeong. In a rapidly changing and uncertain modern society, AceFarm presents products that provide a sense of safety and allows consumers to make confident choices. Moreover, the brand proposes sustainable solutions for a better future, benefiting both individuals and the world. The brand's commitment to honesty and focus on natural ingredients leads to a brand experience that enhances overall well-being, from deep immunity to radiant skin.
에이스팜은 깨끗하고 맑은 청정 지역 문경의 대규모 알로에 농장에서 직접 재배한 생알로에를 활용한 토탈(Inner&Outer) 뷰티 케어 솔루션을 제공하며 진정성 있는 브랜드 철학을 담아 이로에 브랜드를 런칭하였습니다. 이로에는 빠르게 변하며 불안한 현대사회 속에서 안심하고 선택할 수 있는 제품을 선보이며, 지속 가능한 미래를 만들고 더 나아가 사람과 세상에 이로운 선택지를 제안합니다. 거짓 없이 정직하게 원재료에 집중하는 브랜드 약속은 몸 속 깊은 면역력 부터 환하게 차오르는 피부 결까지 우리의 모든 부분을 이롭게 밝히는 브랜드 경험으로 이어집니다.
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THE OBJECTIVE
목적
YNL Design derived keywords encapsulating the brand value of "이로에," which emphasizes a healthy and positive lifestyle. The brand name itself combines the adjective "이로운" (meaning 'beneficial' or 'positive') and the noun "알로에" (aloe), directly cultivating the essence of fresh aloe to convey the core values of a healthier and more positive product in an intuitive way. The brand slogan, "pure life, pure beauty, pure aloe," poetically and symbolically expresses the brand's unique selling point: cultivating and creating products directly from the pure and pristine nature, assuring customer confidence. Overall, the brand's look and feel are serene, emotional, and subtle, seamlessly integrating with every aspect of our lives, bringing out the essence of a beneficial life through expressive and intuitive communication.
YNL Design은 이롭고 지속 가능한 삶을 선사하는 이로에의 브랜드 가치를 함축하는 키워드를 도출하여 이로에의 브랜드 네임을 구축하였습니다. 이로에의 브랜드 네임은 형용사 ‘이로운’과 명사 ‘알로에’의 합성어로 직접 재배한 생알로에를 활용하여 더 건강하고 이로운 제품을 선보이는 브랜드의 핵심 가치를 직관적으로 전달합니다. 또한 발음이 부드럽고 편안해 고객에게 쉽게 기억될 수 있습니다. 브랜드 슬로건은 ‘pure life, pure beauty, pure aloe.’로 맑고 깨끗한 청정 자연에서 직접 재배하고 만들어 안심할 수 있는 이로에의 특장점을 은유적이고 시적으로 표현합니다. 전반적으로 차분하고 감성적이면서도 은은한 생동감이 느껴지는 브랜드의 룩앤필은 우리의 삶 전반에 자연스럽게 스며들며 이로운 삶을 빛내는 브랜드 핵심 가치를 은유적이면서도 직관적으로 커뮤니케이션합니다.
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THE SOLUTION
해결방안
YNL Design visualized the brand identity of "이로에" by embodying the honest belief in using directly cultivated fresh aloe and the transparent and flexible aloe gel. It creatively constructs a unique wordmark, where elements come together within a structured framework, expressing cohesion and permeation in an unprecedented way. The brand's color system draws inspiration from the pristine nature, with soft and calm tones, harmoniously using various shades of green to reflect the natural essence of aloe and evoking a serene atmosphere. The beautiful green gradient, representing the aloe graphic motif, symbolically conveys the beneficial effects of "이로에," radiating from deep within our bodies to our glowing skin. Additionally, the use of embossing in the package design signifies the positive impact "이로에" has on our lives, creating a tactile experience that resonates with the brand's value. The vertical layout in packaging, shopping bags, brochures, and other applications delivers information in a poetic and subtle manner, allowing the brand to appeal more attractively and differentiate itself emotionally to customers. For packaging materials, "이로에" utilizes FSC-certified nature packs made from bamboo pulp, which grows faster than regular trees, making it a sustainable option that decomposes 100% after use, reducing environmental impact. YNL Design crafted a comprehensive brand identity that reflects the brand's genuine and positive sustainable belief, ensuring a powerful and attractive brand appeal to customers from the brand name to the brand identity, and package design.
이로에의 브랜드 아이덴티티는 직접 재배한 생알로에를 활용하는 정직한 신념과 투명하고 유연한 알로에 겔을 시각화하였습니다. 이는 정돈된 틀 안에서 자유롭게 응집되고 스며드는 모습으로 표현되며 이전에 본 적 없던 창의적 방식의 워드마크로 구축되었습니다. 브랜드 컬러는 청정 자연에서 영감을 받아 부드럽고 차분한 무드의 컬러 시스템으로, 다양한 그린 컬러를 조화롭게 활용해 핵심 원료인 알로에부터 우리의 자연을 닮아 내추럴함이 물씬 느끼져는 정돈된 분위기를 느낄 수 있습니다. 아름답게 조화를 이루는 그린 그라디언트로 표현된 알로에 그래픽 모티브는 우리의 몸 속 깊은 곳부터 피부까지 투명하고 밝게 차오르는 이로운 제품력을 은유적으로 표현합니다. 더 나아가, 패키지 디자인에 적용된 엠보싱 후가공은 우리의 삶에서 이롭게 차오르며, 긍정적인 영향력을 선사하는 브랜드 가치를 촉각적으로도 느끼게 합니다. 패키지, 쇼핑백, 브로슈어 등의 어플리케이션 패키지 전면에는 세로 레이아웃이 활용되어 더욱 시적인 표현방식으로 정보를 전달하며, 차별화 된 감성으로 고객에게 더욱 매력적으로 어필할 수 있는 완성도 높은 브랜드 체계를 구축하였습니다. 패키지 디자인의 지류는 FSC인증 재지인 네이처 팩을 활용하였습니다. 이는 일반 나무보다 생장이 빠른 대나무 펄프로 만들어지며, 사용 후 100% 생분해되어 환경에 부담을 줄인 환경을 생각한 지류입니다. YNL Design은 브랜드 네임부터 브랜드 아이덴티티, 패키지 디자인의 모든 영역에서 브랜드의 정직하고 이로운 지속가능한 신념을 통일성있게 반영하여, 고객에게 더욱 강력하게 어필할 수 있는 매력적인 브랜드를 설계하였습니다.
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