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2019.01
ROOS
루스
-
CLIENT
(주)네이처앤네이처
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INDUSTRY
Beauty -
SERVICE
Creative Strategy ,
Branding(BI)
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THE CLIENT
클라이언트
ROOS is an abbreviation for ‘Rebels of Outer Space’ and is a retail & consulting brand that discovers experimental and rare overseas indie cosmetics. It introduces them to the domestic market and supports their market entry. ROOS's brand mission is to present brands with diversity and rarity to the millennials and the Gen Z in their teens and twenties, who are discovering their charms, and to help them complete their style. In particular, it has a distinct strength in that it expands the range of choices by introducing experimental brands for young customers looking for their unique charms and individual style.
ROOS는 Rebels of Outer Space의 약자로 실험적이고 희소성 있는 해외 인디 코스메틱을 발구하여 국내 시장에 소개하고 시장 진출을 서포트하는 리테일 & 컨설팅 브랜드입니다. ROOS는 자기 자신의 멋을 발견해가는 10대, 20대의 MZ 세대를 겨냥하여 다양성과 희소성을 갖춘 브랜드들을 소개하고 그들이 자신만의 스타일을 완성할 수 있도록 돕는다는 브랜드 미션을 지니고 있습니다. 특히 자신만의 유니크한 아름다움과 개성있는 스타일을 찾는 젊은 고객들을 위해 실험적인 브랜드를 소개하여 선택의 폭을 넓힌다는 점에서 차별화된 강점을 지니고 있습니다.
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THE OBJECTIVE
목적
YNL Design intended to develop a characterful and unique brand identity by reflecting ROOS's mission to help customers discover the beauty style that best suits them. The most crucial goal of the project was to build a unique value of ROOS, which encompasses various overseas indie cosmetic brands, as a brand identity and develop a differentiated brand experience that can stamp ROOS's brand image on customers.
YNL Design은 고객 스스로가 가장 자신에 어울리는 뷰티 스타일을 발견할 수 있도록 돕는다는 ROOS의 브랜드 미션을 반영하여 개성있고 유니크한 브랜드 아이덴티티를 개발하고자 했습니다. 해외의 다양한 인디 코스메틱 브랜드를 아우르는 ROOS만의 유니크한 가치를 브랜드 아이덴티티로 구축하고 고객들에게 ROOS의 브랜드 이미지를 각인시킬 수 있는 차별화된 브랜드 경험을 전개하는 것이 프로젝트에서 가장 중요하게 다루었던 목표였습니다.
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THE SOLUTION
해결방안
YNL Design developed a witty character unique to ROOS by combining the shapes of lockets, flower buds, and cosmetic bottles, inspired by 'Depaysement Technique,' which reverses logic by combining objects of different natures. The three selected characters reflect the brand mission to help customers reveal their character by providing a practical brand experience. We intended to express the different characters of our customers. The differentiated brand identity of ROOS is used in various applications to help brand communication and deliver the brand's unique character and imaginative power to customers.
YNL Design은 '서로 다른 성질의 사물을 결합하여 논리를 뒤집는 더페이즈망 기법'에서 영감 받아 로켓과 꽃봉오리, 화장품병의 형태를 결합하여 ROOS만의 위트있는 캐릭터를 개발했습니다. 최종적으로 선택된 3개의 캐릭터는 실험적인 브랜드 경험을 제공하여 고객들이 자신만의 개성을 발현하도록 돕는다는 브랜드 미션을 반영한 것으로 고객들의 서로 다른 개성을 표현하고자 했습니다. ROOS의 차별화된 브랜드 아이덴티티는 다양한 어플리케이션에 활용되어 브랜드 커뮤니케이션을 돕고 고객들에게 브랜드 고유의 개성과 상상력을 전달합니다.
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