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2021.06
SHIHYO
시효
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CLIENT
로시안
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INDUSTRY
Beauty -
SERVICE
Creative Strategy ,
Packaging ,
Application
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THE CLIENT
클라이언트
Loshian, a joint venture between the world-renowned cosmetics company L'Oreal and the Shilla Hotel in Korea, is proud to introduce SHIHYO, a new luxury beauty brand fusing naturality and cosmetic efficacy. SHIHYO offers an intelligent and sophisticated brand experience through unique beauty offerings. SHIHYO is inspired by the 24 seasons, which originated from China. This wisdom was a guide to harvest ingredients at the right moment to capture the healthy energy of nature. Shihyo offers an invigorating skincare routine through a short yet complete routine of activating essence, 24 different ampoules, and cream. Shihyo’s ampoule recommendation system offers a discovery journey and rich sensoriality that has never been seen before. SHIHYO’s gifting experience system combines gift experience design, graphic motif design, package design, and goods system to create a subtle and luxurious mood throughout the flagship at Shilla Hotel Seoul. This creates a one-of-a-kind brand experience that is sure to leave a lasting impression for the customers.
세계적인 코스메틱 기업 로레알과 신라호텔이 합작한 LOSHIAN은 중국에서 유래한 24절기에서 영감을 받은 뷰티 브랜드 시효를 선보입니다. 오랜 코스메틱 헤리티지를 바탕으로 섬세하게 풀어내어, 아름다움이 느껴지는 지적이고 세련된 브랜드 경험을 제안합니다. 중국에서 유래한 24절기에서 비롯된 24가지 앰플은 다양한 피부 타입을 세심하게 배려합니다. 선정된 농장과의 밀접한 협업을 통해 원재료의 성분을 극대화하며 진정성있는 앰플 시스템을 구축합니다. 본연의 아름다움을 발견하는 시효는 이전에 없던 독보적인 감도를 고집합니다. 시효의 기프트 경험 체계로 이어지며 기프트 경험 디자인, 그래픽 모티브 디자인, 패키지 디자인, 굿즈 시스템 등은 신라호텔 오프라인 스토어와 브랜드 전반에 은은하고 고급스러운 하나의 무드로 어우러집니다.
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THE OBJECTIVE
목적
SHIHYO draws inspiration from the 24 seasons originating from China, encapsulating the essence of each season in its products. With a sincere commitment to promote natural beauty, SHIHYO uses herbs as raw materials to create a customized prescription tailored to each individual's unique needs. The result is a high-level customization system that allows customers to select two out of 24 ampoules, each with a sophisticated mood. SHIHYO's Tailored Kit includes two ampoules and a discovery pouch, wrapped in the brand's signature package. Each ampoule is delicately wrapped with a card that expresses the 24 seasons, adding a touch of elegance to the gifting experience. SHIHYO have carefully crafted the entire process into a 1:1 customer experience system SHIHYO’s gifting experience design allows customers to feel the brand's value in a unique and beautiful way. Through our gifting experience design system, we aim to create a lasting impression and foster a deep connection with our customers.
자연에서 비롯된 중국의 24절기(Essence of 24 Seasons)에서 영감을 받은 브랜드 시효는 각 절기에 효능이 정점에 이르는 원재료를 사용하며, 본연의 아름다운 피부를 위한 정성을 담은 맞춤형 처방전에 대해 고민합니다. 24절기 앰플 중 2가지를 선정하는 높은 수준의 커스터마이징 시스템은 정교한 동양적 무드의 기프트 경험으로 표현됩니다. 2가지 앰플과 디스커버리 파우치가 들어가는 테일러드 키트는 시효의 시그니처 패키지로서, 각 앰플의 계절을 표현하는 24절기 카드와 함께 래핑됩니다. 이는 1:1 커스터마이즈 서비스부터 테일러드 키트 패키지, 래핑 페이퍼와 시효의 심볼 스티커, 마지막에 더해지는 24절기 카드까지 총체적인 과정을 하나의 기프팅 경험 체계로 구축합니다. 밀도 높게 짜여진 기프트 경험 디자인은 브랜드의 세심한 가치를 고객에게 오감으로 느끼게 하며, 브랜드가 전하고자 하는 핵심 가치를 가장 시적이고 아름다운 방식으로 전달합니다.
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THE SOLUTION
해결방안
YNL Design aims to reinterpret the unique beauty of the brand that leaves a lasting impression. YNL Design have developed a graphic motif inspired by the brand’s design heritage, namely the elegant and organic curves. This motif, which resembles the blank space found in nature, is incorporated into our overall package design system. The main color used is tea purple, which symbolizes SHIHYO’s brand values, with warm white and noble organic colors inspired by brass bowls used as sub colors. We have also created a pendant with a texture resembling organic color and a multi-colored nobang cloth with a see-through, moist texture, to awaken the senses beyond visual design. At YNL Design, we have carried out a total gifting experience design, including tailored kit design, discovery pouch design, shopping bag design, wrapping paper, symbol sticker, and goods design. We have focused on harmonizing the overall look and feel of our brand and offline store to create an unforgettable and luxury brand experience. Our packaging system is designed with meticulous attention to detail, incorporating features such as semi-transparent wrapping paper, copper foil stickers, 24 seasons cards, and receipt holders that showcase elegant curves. YNL Design believe that beautiful gifting should engage all five senses, and we have achieved this by using white soufflé velvet paper and creating a harmonious design system that is both visually striking and tactile. Our aim is to provide a luxurious and memorable brand experience that captures the essence of the unique beauty.
YNL Design은 시효 고유의 아름다움을 우아하고 모던한 감성으로 재해석하여 오래도록 기억 하고 싶은 기프트 경험 시스템을 설계합니다. 시효의 헤리티지가 담긴 심볼과 우리 백자의 은은한 곡선, 여유로운 자연을 닮은 여백이 느껴지는 시효의 그래픽 모티브를 개발하여 패키지 디자인 시스템 전반에 적용하였습니다. 시효의 브랜드 가치를 상징하는 차를 닮은 컬러인 다자색을 메인 컬러로 활용하며, 단아한 여백과 여성스러움이 느껴지는 따뜻한 화이트, 놋 그릇에서 영감을 받은 고귀한 유기 컬러를 서브 컬러로 활용합니다. 은은한 비침이 있는 다자색의 노방 천과 유기 컬러의 자연을 닮은 텍스처가 느껴지는 팬던트, 촉촉한 감촉이 느껴지는 화이트 수플레 벨벳 지류 등을 활용해, 시각(그래픽)을 넘어 오각의 감성을 깨우는 아름다운 기프팅 디자인 체계를 제안합니다. YNL Design은 테일러 키트, 디스커버리 파우치, 쇼핑백, 랩핑 페이퍼, 심볼 스티커 그리고 브랜드 굿즈 등 토탈 기프트 경험 디자인을 진행했습니다. YNL Design은 브랜드와 오프라인 매장의 전체적인 룩앤필이 조화를 이루며 사람들에게서 잊혀지지 않는 프리미엄한 브랜드 경험을 보여주는데 중점을 두었습니다. 시효의 패키징 시스템은 반투명 포장지, 동박 스티커, 24절기 카드, 그리고 우아한 곡선을 보여주는 영수증 홀더에 디테일하고 세심한 감성을 더했습니다. YNL Design은 시각(그래픽)을 넘어 오각의 감성을 깨우는 아름다운 기프팅 디자인 체계를 제안합니다. 이는 촉촉한 감촉이 느껴지는 화이트 수플레 벨벳 지류 등을 활용함으로서 비주얼과 텍스처가 조화로운 디자인 시스템으로 구축됩니다. YNL Design의 목표는 시효의 아름다운 본질에서 럭셔리하고 기억에 남을 만한 브랜드 경험을 제공하는 것입니다.
ENFORD HOTEL
Creative Strategy / Branding(BI) / Verbal Identity
NP
Creative Strategy / Branding(CI) / Verbal Identity / Web(UX&UI)
Liaison de LOREN
Creative Strategy / Branding(BI) / Verbal Identity / Packaging / Web(UX&UI) / Graphic / Illustration
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Creative Strategy / Branding(CI) / Verbal Identity / WEB(UX&UI)
SHINHANCARD SOL TRAVEL
Creative Strategy / Graphic / Photography Direction
UNIVERA
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O'2ND
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TAXBACK
Creative Strategy / Branding(CI) / Verbal Identity / Web(UI)
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Creative Strategy / Editorial / Graphic
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Creative Strategy / Branding(CI) / Verbal Identity / Web(UX&UI)
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Creative Strategy / Branding(CI) / Verbal Identity / Editorial / Graphic / Signage
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Creative Strategy / Verbal Identity / Branding (BI)
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Creative Strategy / Branding(BI) / Verbal Identity / Signage
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Creative Strategy / Branding(BI) / Verbal Identity / lllustration
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Creative Strategy / Branding(CI)
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Creative Strategy / Branding(BI) / Verbal Identity / Packaging / Illustration
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Creative Strategy / Branding(CI) / Verbal Identity
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Creative Strategy / Branding(BI) / Verbal Identity / Applications
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Creative Strategy / Branding(BI) / Verbal Identity / Signage
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Creative Strategy / Editorial / Graphic
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Creative Strategy / Branding(BI) / Verbal Identity / Signage
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Brand Naming / Brand Identity / Creative Strategy / Brand Slogan / Brand Tagline / Applications
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Creative Strategy / Branding(CI) / Verbal Identity / Web(UX&UI)
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Creative Strategy / Branding(BI)
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Creative Strategy / Packaging / Graphic
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Creative Strategy / Graphic
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Creative Strategy / Web(UX&UI)
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Creative Strategy / Branding(BI) / Verbal Identity
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Creative Strategy / Branding(BI) / Verbal Identity / Illustration / Signage
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Creative Strategy / Branding(BI) / Verbal Identity
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Creative Strategy / Branding(BI)
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Creative Strategy / Branding(BI) / Verbal Identity / Editorial / Graphic
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Creative Strategy / Branding(BI) / Verbal Identity
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Creative Strategy / Branding(BI) / Verbal Identity / Web(UX&UI)
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Creative Strategy / Signage
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Creative Strategy / Branding(BI) / Web(UX&UI) / Signage
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Creative Strategy / Branding(BI) / Packaging / Signage
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Creative Strategy / Branding(BI) / Packaging
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Creative Strategy / Graphic / Signage
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Creative Strategy / Branding(BI) / Packaging / Illustration
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Creative Strategy / Branding(CI) / Verbal Identity / Signage
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Creative Strategy / Editorial / Illustration
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Creative Strategy / Branding(BI) / Signage
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Creative Strategy / Branding(BI) / Packaging / Signage
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Creative Strategy / Branding(BI) / Packaging / Signage
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Creative Strategy / Branding(BI)
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Creative Strategy / Branding(BI) / Signage