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2020.08
Dr.Hong Probiotic Drink
닥터홍
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CLIENT
(주)닥터홍
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INDUSTRY
F&B -
SERVICE
Creative Strategy ,
Branding(BI) ,
Verbal Identity ,
Packaging
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THE CLIENT
클라이언트
Dr.Hong is a lactobacillus drink brand developed by Dr.Hong Young-jae, Korea's top obstetrician and gynecologist, who caused a sensation by discovering the anticancer effect of fast-fermented soybean paste, in collaboration with COENBIO, the company specializing in native strains in Korea. Dr.Hong's product combines kimchi lactobacillus, a traditional fermented food, with natural herbal ingredients to add anticancer and immunity-boosting effects. It also uses natural stevia extracts to give it a sweet taste without artificial coloring and sweeteners, enhancing taste healthily. In the COVID-19 era, when immunity has become more critical, Dr.Hong establishes itself as a brand that makes people's daily lives healthier.
닥터홍은 국내 최고의 산부인과 의사이자 청국장의 항암 효과를 발견하여 센세이션을 일으켰던 홍영재 박사가 한국 토종 균주 전문 기업 코엔바이오와 함께 만든 유산균 드링크 브랜드입니다. 닥터홍 제품은 전통 발효 식품인 김치 유산균과 천연 한방 재료를 결합하여 항암효과와 면역력 증가 효과를 더했고, 천연 스테비아를 사용하여 색소와 인공감미료 없이도 달콤한 맛을 내어 건강한 방식으로 기호성을 높였습니다. 면역력이 중요해진 코로나 시대에 닥터홍은 사람들의 일상을 더욱 건강하게 만드는 브랜드로 자리매김하고 있습니다.
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THE OBJECTIVE
목적
The brand identity of Dr.Hong was developed by reflecting the healthy ingredients and efficacy of Dr.Hong Pro and Dr.Hong Gurt products. Dr.Hong Pro is a premium product that increases immunity with organic ingredients such as kimchi and fast-fermented soybean paste lactobacilli, the main ingredients, knotweed, persimmon vinegar, native mulberry stems, wild soybean, ginseng, and broccoli sprouts. Dr.Hong Gurt is a lactobacillus product with excellent fat and cholesterol decomposing effect made with organic natural ingredients, including kimchi and fast-fermented soybean paste lactobacillus, concentrated mango puree, persimmon vinegar, and native mulberry stalks.
닥터홍의 브랜드 아이덴티티는 닥터홍 프로와 닥터홍 구르트 제품의 건강한 원료와 효능을 반영하여 개발되었습니다. 닥터홍 프로는 주원료인 김치 및 청국장 유산균과 하수오, 감식초, 꾸지뽕 줄기, 서목태, 인삼, 브로콜리새싹을 비롯한 유기농 원료를 통해 면역력 증가에 도움을 주는 프리미엄 제품입니다. 닥터홍 구르트는 지방 및 콜레스테롤 분해력이 탁월한 유산균으로 주원료인 김치 및 청국장 유산균과 망고 농축 퓌레, 그리고 감식초, 꾸지뽕 줄기를 비롯한 유기농 천연원료를 사용한 제품입니다.
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THE SOLUTION
해결방안
Dr.Hong's brand identity was developed based on the idea that it can improve the intestinal environment and cultivate healthy beauty through the efficacies of Dr.Hong Pro and Dr.Hong Gurt, such as diet, intestinal health, skin improvement, and anti-aging action. YNL Design reinterpreted the shape and color of the ingredients, in minimalistic and artistic sensibilities, such as kimchi lactobacillus and fast-fermented soybean paste lactobacilli, concentrated mango puree, persimmon vinegar, and native mulberry stem to intuitively deliver the efficacy of the natural ingredients of Dr.Hong Pro and Dr.Hong Gurt to customers and developed graphic motif and color system.
닥터홍의 브랜드 아이덴티티는 다이어트와 장 건강, 피부 개선, 항노화 작용 등 닥터홍 프로와 닥터홍 구르트가 지닌 효능을 통해 장내 환경을 개선하고 건강한 아름다움을 가꾸어 나갈 수 있다는 점에서 착안하여 개발되었습니다. YNL Design은 닥터홍 프로와 닥터홍 구르트의 천연원료가 지닌 효능을 고객에게 직관적으로 전달하고자 김치 유산균과 청국장 유산균, 망고농축퓨레, 감식초, 꾸지뽕 줄기 등 제품 원료의 형태와 컬러를 미니멀하면서 예술적인 감성으로 재해석하여 그래픽 모티브와 컬러시스템을 개발하였습니다.
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