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2020.09
COMME AESTHETIC WEB
꼼에스테틱
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CLIENT
(주)꼼퍼니
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INDUSTRY
Lifestyle ,
Beauty ,
Healthcare -
SERVICE
Creative Strategy ,
Web(UX&UI)
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THE CLIENT
클라이언트
COMME AESTHETIC is a friendly yet modern aesthetic salon located in Seoul, Korea. Traditional aesthetic salons tend to exhibit a feminine and calm atmosphere. That is why the new visual identity of Comme Aesthetic is a bold, innovative move towards a unique and gender-neutral concept that offers different customers unlimited freedom to choose the ideal products for their skin and style.
꼼에스테틱은 신사 가로수길과 선릉에서 매장을 운영하는 트렌디한 에스테틱으로, 피부 관리의 전문성을바탕으로 개인의 피부 타입을 파악하고 개인의 아름다움을 극대화하는 관리를 추구하고 있습니다. 특히중성적인 분위기 인테리어와 스타일리시한 브랜드 자산을 바탕으로 여성 고객뿐 아니라 남성 고객에게도 매력적인브랜드로 자리매김하고 있습니다.
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THE OBJECTIVE
목적
Unlike the traditional salons, YNL Design has developed a fashionable and modern identity for COMME AESTHETIC, just like a street fashion brand for millennials, where it is embraced by hip-hop and street subcultures. They want all the customers to feel the new sensations when people get their facial treatment, listening to the lasted hip-hop music with stylish and modern surroundings. YNL Design has tried to execute the overall visual system in a modern and unique aesthetic to appeal to young and hip millennial customers and aestheticians.
꼼에스테틱은 기존 에스테틱이 추구했던 피부 관리와 치료의 개념을 넘어서, 고객의 라이프스타일을 멋지게 바꾸는 높은 가치를 지향하고 있습니다. 특히 10 - 30대 MZ 세대 고객이 지닌 다양한 개성을 존중하고, 여성과 남성 모두의 스타일을 제안하며 뷰티에 대한 제약이 없는 스타일리시한 젠더 뉴트럴 에스테틱 브랜드입니다. ‘It’s not skincare, It’s your style’ 스킨케어를 넘어 나만의 스타일을 발견한다는 슬로건과 함께 꼼에스테틱은 고객이 지닌 고유한 멋을 패셔너블하고 쿨하게 표현하는 것을 진정한 아름다움으로 정의했습니다. 새롭게 재정의된 아름다움의 기준을 바탕으로 꼼에스테틱의 브랜드 아이덴티티 및 커뮤니케이션 콘텐츠를 개발했습니다.
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THE SOLUTION
해결방안
YNL Design has developed the whole brand identity, focusing on business cards, name tags, charts, façade, jumpsuit uniforms, etc. based on a slogan of 'It's not skincare, It's your style.' It implies that skincare is a way to present yourself with different styles that show your taste and personality. We have also created unique versions of C motifs, which reflect various personalities and styles of customers. The motifs express the main keywords: Chill, Chic, Creative, Community, Cool, Charming.
스킨케어를 넘어 본연의 스타일을 만드는 꼼에스테틱의 브랜드 아이덴티티는 스타일리시한 무드로 10 - 30대의 MZ 세대에게 매력적으로 어필합니다. 꼼에스테틱의 이니셜인 ‘C’를 사용하여 Chill, Chic, Creative, Community, Cool, Charming 총 6가지 키워드로 꼼 에스테틱이 제공하는 가치를 정의했고, 고객의 다양한 개성과 스타일을 의미하는 그래픽 모티브를 개발하였습니다. 세련된 그레이 휴와 네온 그린을 브랜드 커뮤니케이션의 핵심 요소로 활용하여 꼼에스테틱의 개성 넘치고 트렌디한 감성을 전달합니다. UX/UI 디자인과 어플리케이션 디자인, 사이니지 시스템 전반에서 주목성 높은 브랜드 자산과 콘텐츠를 활용하여 효과적인 브랜드 커뮤니케이션이 이뤄지도록 했습니다.
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