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2023.02
SERENU BLACK
세레누 블랙
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CLIENT
세레누
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INDUSTRY
Lifestyle ,
Beauty ,
Healthare -
SERVICE
Creative Strategy ,
Branding(BI) ,
Verbal Identity ,
lllustration
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THE CLIENT
클라이언트
SERENU is a lifestyle brand that discovers the unique beauty in an individual based on skincare and enhances the individual’s life further. SERENU, which is excellent for general skincare and for treating problematic skin such as acne and scars, is like a haven where you can relax and heal from the stress you have in the city. SERENU believes that all people are as precious as the star with their own orbit. SERENU’s customers are those who pursue their own beauty. They seek the way of life that suits them the most based on an understanding of themselves, not just external beauty. Like countless stars shining in the night sky, SERENU provides a premium skincare experience that perfectly suits their characteristics and an emotional healing experience that increases the satisfaction of life for those who have their own character and unique beauty.
SERENU는 스킨케어를 바탕으로 개인이 지닌 고유한 아름다움을 발견하고 나아가 개인의 삶을 빛나게 하는 라이프스타일 브랜드입니다. 일반적인 스킨케어는 물론 여드름과 흉터와 같은 문제성 피부 치료에 탁월한 강점을 지닌 SERENU는 도심 속의 스트레스에서 벗어나 편안한 휴식과 치유의 시간을 갖을 수 있는 안식처와 같은 공간입니다. SERENU는 모든 사람들은 저마다의 궤도를 지닌 하나의 별처럼 고귀한 존재라고 믿습니다. SERENU의 고객은 자신만의 아름다움을 찾는 이들입니다. 그들은 단순히 외면의 아름다움이 아니라 자기 자신에 대한 이해에 기반한 가장 자신다운 삶의 방식을 추구합니다. 밤하늘에 빛나는 무수한 별처럼 저마다의 개성과 고유한 아름다움을 지닌 이들에게 SERENU는 개인의 특성에 최적화된 고급스러운 스킨 케어 경험과 삶의 만족감을 높이는 정서적 치유의 경험을 선사합니다.
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THE OBJECTIVE
목적
The goal of the project is to develop a unique and artistic concept illustration and story for a VIP invitation to launch the premium SERENU BLACK VIP service. This aims to further expand the brand story and provide customers with a special brand experience. The SERENU brand values the belief that everyone is a noble existence like a star, each with their own orbit. Accordingly, the concept story for the BLACK project was planned as "Invitation to my true light." The main task in this project is to deliver fresh and unique points that do not contradict the existing brand image.
프로젝트의 목표는 프리미엄 VIP 서비스인 SERENU BLACK의 런칭을 위해 독특하고 아티스틱한 컨셉 일러스트레이션과 스토리가 담긴 VIP 초청장을 개발하는 것입니다. 이를 통해 기존 브랜드 스토리를 더욱 확장하고 고객에게 스페셜한 브랜드 경험을 제공하고자 합니다. SERENU 브랜드는 모든 사람들이 저마다의 궤도를 지닌 하나의 별처럼 고귀한 존재라고 믿는 브랜드 가치를 가지고 있습니다. 이에 따라 BLACK 프로젝트의 컨셉 스토리는 ‘진정한 나만의 빛으로 초대합니다’로 기획되었습니다. 이번 프로젝트에서는 기존 브랜드의 이미지와 상반되지 않으면서도 신선하고 유니크한 포인트를 전달하는 것이 주된 과제입니다.
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THE SOLUTION
해결방안
YNL Design developed a concept illustration that embodies SERENU's brand values and worldview and planned to effectively express it in the VIP invitation. The illustration depicts the landscape of SERENU, a space where one can find their true light, and conveys a dreamy and mysterious feeling by incorporating surrealist elements. The illustration visualizes the planet and orbit graphic, one of SERENU's key visuals. This allows SERENU BLACK to expand and demonstrate the brand's worldview more concretely as part of SERENU, not an independent project. For the VIP invitation, the act of opening the invitation was reinterpreted as entering the SERENU planet. The cover of the invitation features the image of the SERENU planet, and the interior depicts the starry landscape depicted in the concept illustration, accompanied by a message containing the story and a VIP card. By receiving the invitation, the customer is invited to the impressive story of finding their own light in SERENU BLACK.
YNL Design은 SERENU의 브랜드 가치와 세계관을 구체화해 줄 컨셉 일러스트레이션을 개발하고, 이를 VIP 초청장에 효과적으로 표현하도록 기획하였습니다. 일러스트레이션은 ‘진정한 나만의 빛을 찾는 공간’인 SERENU 라는 별의 풍경을 표현하며, 초현실주의적 요소를 가미하여 몽환적이고 신비스러운 느낌을 전달하였습니다. SERENU의 키비주얼 중 하나인 행성과 궤도의 그래픽을 일러스트레이션으로 구체화해 표현하였습니다. 이를 통해 SERENU BLACK이 SERENU와 독립적인 프로젝트가 아니라, 그의 일부로서 기존 브랜드의 세계관을 확장하고 구체적으로 보여주는 역할을 합니다. VIP 초청장의 경우, 초청장을 여는 행위를 ‘SERENU 행성으로 들어가는 행위’로 재해석하여 초청장의 커버에는 세레누 행성의 모습을, 초청장 내부에는 컨셉 일러스트레이션에서 표현된 별의 풍경을 표현하였습니다. 초청장 내부에는 스토리가 담긴 메세지와 함께 VIP 카드를 동봉하여, 초청장을 받음으로써 나만의 빛을 찾는 곳, SERENU BLACK로 초대 받는듯한 인상적인 스토리를 전달하고자 하였습니다.
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