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2022.05
KHASTO
카스토
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CLIENT
KHASTO
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INDUSTRY
Retail -
SERVICE
Creative Strategy ,
Branding(BI) ,
Verbal Identity ,
Applications -
AWARD
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THE CLIENT
클라이언트
Khasto has continued the traditional Indian way since the 1980s, with block printing, embroidery, it is a lifestyle brand located in Amsterdam, Netherlands, that produces products using cotton fabrics with patterns and colorful colors. Khasto's signature product is nightwear made of cotton cashmere fabric, which consists of 3 layers, making it a high-quality material that adjusts heat, is breathable, and looks like a see-through layer. In addition, it provides customers with confidence using materials from nature, and is highly professional because it is handmade with the craftsmanship. Khasto’s strive to become a sustainable brand by clearly building our own brand identity through unique products with differentiated patterns.
카스토는 1980년대부터 인도의 오랜 전통 방식을 이어 목판 인쇄(Block printing), 자수(embroideries), 패턴, 화려한 색상이 들어간 면직물을 이용한 제품을 생산하는 네덜란드 암스테르담에 위치한 라이프스타일 브랜드입니다. 카스토의 대표적인 제품은 코튼 캐시미어 원단의 나이트웨어이며, 코튼 캐시미어는 3층의 레이어(3 layers)로 구성되어 있어 열을 조절하고 통기성이 있으며 부드러운 원단으로 레이어가 시스루처럼 보이는 고급 소재를 사용합니다. 또한, 자연에서 온 재료를 사용하여 고객에게 신뢰감을 제공하고, 장인의 능숙한 기법으로 손수 제작해 전문성이 뛰어납니다. 차별화된 패턴이 담긴 독특한 제품을 통해 카스토만의 브랜드 아이덴티티를 명확하게 구축하며, 지속 가능한 브랜드로 성장하기 위해 노력합니다.
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THE OBJECTIVE
목적
The main goal was to preserve the old traditions and heritage of the past, and to melt Khasto’s distinctive and distinctive printing methods and craftsmanship so that it could be seen as a modern, timeless brand. Considering the balance between the past and the present, we tried to approach consumers more attractively and comfortably by building an image that creates slow but sincere beauty. In addition, Inspired by a variety of natural objects, the unformatted asymmetric symbols consistently represent the naturalness felt in Khasto’s products, and define differentiated features. We wanted to improve the quality of life for consumers and provide a consistent brand experience in online and offline areas with a detailed and sophisticated design that broke away from the existing old brand image.
과거의 오랜 전통과 헤리티지를 유지하며 카스토만의 차별성있는 독특한 프린팅 제작 방식과 장인정신을 녹여 현대적이고, 타임리스한 브랜드로 보여질 수 있도록 하는 것이 중점적인 목표였습니다. 과거와 현대의 균형을 고려하여 느리지만 진정성있는 아름다움을 만들어내는 이미지를 구축하여 소비자들에게 더욱 매력적이고 편안하게 다가가고자 했습니다. 또한, 다양한 자연물에서 영감을 받아 정형화되지 않은 비대칭의 심볼의 형태를 통해 카스토의 제품에서 느껴지는 내추럴함을 일관성있게 나타내며, 차별화된 특징을 새롭게 정의합니다. 기존 올드한 브랜드 이미지에서 탈피한 세심하고 세련된 디자인으로 소비자들의 삶의 질을 향상시키고, 온/오프라인 영역에서 일관된 브랜드 경험을 선사하고자 했습니다.
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THE SOLUTION
해결방안
We focused on modernizing one of the key brand values, impression, while maintaining Khasto's Heritage. Inspired by Khasto's Block Printing, we have created an asymmetrical and natural drawing motif throughout the brand's identity to create a visualization of ‘beauty of imperfection’ that Khasto pursues. It also conveys Khasto's unique identity with a decorative and natural curve by using 'Florals', one of the objects that symbolically express the Mughal Empire. Also, the interwoven form, reminiscent of a needle and a thread, symbolizes handicraft and craftmanship, one of the characteristics of Khasto. In addition, we designed a color system that comprehensively captures the historical and originality of Khasto, using various Mughal Empire style and Khasto's fabric colors that reflect them as the main concept. We have established a systematic brand identity system that enables Khasto to provide a consistent brand experience to customers, not only on the web but also in offline areas.
우리는 카스토의 역사성(Heritage)를 유지하면서 중요한 브랜드 핵심가치 중 하나인 불완전함(imperfection)을 현대적으로 표현하는데 중점을 두었습니다. 카스토의 블럭 프린팅 인쇄 기법(Block Printing)에서 영감을 받아, 비대칭적이고 내추럴한 드로잉 모티브를 브랜드 아이덴티티 전반에 표현함으로써 카스토가 추구하는 ‘beauty of imperfection’을 시각화했습니다. 무굴 제국을 상징적으로 표현하는 오브제 중 하나인 ‘꽃’을 활용함으로써, 장식적이고 내추럴한 곡선으로 카스토의 독특한 정체성을 전달하고자 했습니다. 바늘과 실을 연상 시키는 혼방 형태는 카스토 브랜드 특징 중 하나인 수공예와 장인정신을 상징합니다. 또한 다양한 무굴 제국 양식과 이를 반영한 카스토의 원단 컬러를 주 컨셉으로 활용해, 카스토만이 가지는 역사성과 오리지널리티를 포괄적으로 담을 수 있는 컬러 시스템을 설계했습니다. 우리는 카스토가 웹 뿐만 아니라, 오프라인 영역까지도 고객에게 일관된 브랜드 경험을 제공할 수 있도록 체계화된 브랜드 아이덴티티 시스템을 구축했습니다.
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