Share +
2023.05
O'2ND
오즈세컨
CLIENT
(주)한섬
INDUSTRY
Lifestyle, RetailSERVICE
Creative Strategy ,THE CLIENT
클라이언트
O2nd, a designer brand with a 1997 couture-inspired sensibility, has gained immense popularity since its acquisition by Handsome. It has successfully combined trendiness and mass appeal to become a beloved women's casual brand. With a distinct identity as its foundation, O2nd has also engaged in collaborations with the global SPA brand, UNIQLO, and secured placements in prestigious department stores such as Barney's New York and Le Bon Marché in Paris, earning it the status of a global brand.
1997년 꾸뛰르적 감성의 디자이너 브랜드로 시작된 오즈세컨은 현대백화점 한섬에 인수된 이후, 트렌디함과 대중성을 가미한 여성 캐주얼 브랜드로 많은 사랑을 받아왔습니다. 또한 뚜렷한 아이덴티티를 바탕으로 글로벌 SPA 브랜드인 유니클로와 콜라보레이션을 전개하고, 미국 바니스 뉴욕과 파리 봉마르셰 백화점에 입점하는 등 글로벌 브랜드로서의 영광을 누렸습니다.
THE OBJECTIVE
목적
During the brand rebuilding process, O2nd, which once pursued modernity and trendiness, faced challenges in maintaining its distinct brand identity, resulting in difficulties in differentiation from other brands. Particularly, the absence of a symbol and visual identity weakened the brand's ability to communicate its unique sensibility-based brand identity, leading to a decline in the previously positive brand perception. Moreover, the brand name "O2nd," signifying a secondary brand, was perceived negatively not only by consumers but also within the brand's internal team. To address these issues, a brand experience design strategy was required to reestablish brand values and identity, based on the brand's unique personality, fostering a connection with customers and creating a sense of empathy.
모던함과 트렌디함을 추구하던 브랜드 리빌딩 과정에서 기존 오즈세컨의 뚜렷한 브랜드 아이덴티티는 상당 부분 약화되었고, 타 브랜드와의 차별화가 어려운 상황이었습니다. 특히 심볼을 비롯한 비주얼 아이덴티티의 부재로 브랜드 고유의 감성을 기반한 브랜드 커뮤니케이션에 어려움을 겪고 있었으며, 기존의 긍정적인 브랜드 인식도 줄어든 것을 확인할 수 있었습니다. 무엇보다 오브제의 세컨 브랜드라는 의미를 지닌 브랜드 네임 오즈세컨은 소비자에게는 물론 브랜드 내부 구성원들에게도 부정적으로 인식되고 있었습니다. 이러한 문제를 해결하기 위해 브랜드 가치와 정체성을 재정립하고 브랜드 고유의 개성을 바탕으로 고객과의 공감대를 만들 수 있는 브랜드 경험 디자인 전략이 필요했습니다.
THE SOLUTION
해결방안
YNL Design aimed to develop an appealing brand experience through a rebranding project that resonates with both customers and internal team members, while also securing sustainable competitiveness in the market. The key challenge was to reinterpret the brand name of O2nd from a fresh perspective and clearly define O2nd's new vision and brand direction. Based on this, the focus was on creating verbal identity elements, such as slogans and stories, that embody the brand's unique values. Additionally, YNL Design sought to develop symbolic visual identity and application designs that convey O2nd's distinct personality and sensibility.
YNL Design은 리브랜딩 프로젝트를 통해 고객과 내부 구성원 모두가 공감할 수 있는 매력적인 브랜드 경험을 개발하고 시장에서 지속 가능한 경쟁력을 확보하는 것을 목표로 삼았습니다. 오즈세컨의 브랜드 네임을 새로운 관점으로 재해석하여 오즈세컨의 새로운 비전과 브랜드 전개의 방향성을 명확하게 규정하는 것이 중요한 과제였습니다. 이를 바탕으로 브랜드 고유의 가치를 담은 슬로건과 스토리 등 버벌 아이덴티티를 개발하고, 오즈세컨의 고유한 개성과 감성을 전하는 상징적인 비주얼 아이덴티티와 어플리케이션 디자인을 개발하고자 했습니다.
STUDIO EON
Creative Strategy / Branding(CI) / Verbal Identity
SHINHANCARD SOL TRAVEL
Creative Strategy / Graphic / Photography Direction
TAXBACK
Creative Strategy / Branding(CI) / Verbal Identity / Web(UI)
SHIHYO
Creative Strategy / Packaging / Application
MIINSILOK
Creative Strategy / Branding(BI) / Verbal Identity / Packaging
KLEANICURE
Creative Strategy / Branding(BI) / Packaging
O'2ND
Creative Strategy / Branding (BI) / Verbal Identity
I'm eco
Creative Strategy / Packaging
TEAZEN Kombucha Sparkling Tea
Creative Strategy / Branding(BI) / Packaging
SHINHANCARD SOL TRAVEL #02
Creative Strategy / Graphic / Photography Direction
MINGLO
Creative Strategy / Branding(BI) / Verbal Identity
LEONE CONSULTING GROUP
Creative Strategy / Branding(CI) / Verbal Identity / Web(UX&UI)
LEONE WEBSITE
Creative Strategy / Web(UX&UI)
HOLLYS JAPAN
Creative Strategy / Editorial / Graphic
AEROTITAN
Creative Strategy / Branding(BI) / Verbal Identity
TEAZEN Kombucha
Creative Strategy / Branding(BI) / Packaging
Amway Limetree Tea Collection
Creative Strategy / Packaging
BERRY BLUSH
Creative Strategy / Branding(BI) / Packaging
Seoltab
Creative Strategy / Branding(BI)
IROE Juice
Creative Strategy / Branding(BI) / Verbal Identity / Packaging
ON PRISM
Creative Strategy / Branding(BI) / Verbal Identity
K-DESIGN AWARD YEAR BOOK
Creative Strategy / Editorial
HJ CRUISE & HJ MARINA
Creative Strategy / Branding(BI) / Verbal Identity
THE CHEF'S TABLE
Creative Strategy / Branding(BI) / Verbal Identity / Signage
pigeon
Creative Strategy / Branding(BI) / Packaging
ATHERTON
Creative Strategy / Branding (BI) / Verbal Identity
YNL Design Website Renewal
Creative Strategy / Verbal Identity / Web(UX&UI)
RayZir FS
Creative Strategy / Packaging
YNL Design
Creative Strategy / Branding(CI) / Verbal Identity / Web(UX&UI)
ORVIS
Creative Strategy / Branding(BI)
Mobil 1
Creative Strategy / Branding(CI) / Verbal Identity / Editorial / Graphic / Signage
IROE
Creative Strategy / Branding(BI) / Verbal Identity / Packaging
HJ MARINA CAFE
Creative Strategy / Branding(BI) / Verbal Identity / Packaging
AU CALM THE TERRACE
Creative Strategy / Verbal Identity / Branding (BI)
LOTTE HIMART MEGASTORE
Creative Strategy / Branding(BI) / Verbal Identity / Signage
SCOTT
Creative Strategy / Packaging
Stilla Plastic Surgery & Anti-Aging
Creative Strategy / Branding(BI) / Verbal Identity / Signage
SERENU BLACK
Creative Strategy / Branding(BI) / Verbal Identity / lllustration
LOSHIAN
Creative Strategy / Branding(CI)
MakJi
Creative Strategy / Branding(BI) / Verbal Identity / Packaging / Illustration
Coset
Creative Strategy / Branding(CI) / Verbal Identity
KHASTO
Creative Strategy / Branding(BI) / Verbal Identity / Applications
POOL HOUSE TERRACE
Creative Strategy / Branding(BI) / Verbal Identity / Signage
Voithru
Creative Strategy / Branding(CI) / Verbal Identity
VIVE STUDIOS
Creative Strategy / Editorial / Graphic
HAOBIN
Creative Strategy / Branding(BI) / Verbal Identity / Signage
The Ambassador Seoul A Pullman Hotel The Lounge & Bar / The Kings Signage
Creative Strategy / Signage
Finmate
Brand Naming / Brand Identity / Creative Strategy / Brand Slogan / Brand Tagline / Applications
PRIOR Tax Corporation
Creative Strategy / Branding(CI) / Verbal Identity / Web(UX&UI)
Kitsch Cow Butcher Shop
Creative Strategy / Branding(BI)
Urban Launderette
Creative Strategy / Branding(BI) / Graphic / Signage
SERENU
Creative Strategy / Branding(BI) / Verbal Identity
DAVIDECHOI
Creative Strategy / Branding(BI) / Verbal Identity / Packaging
RAON WOMEN'S CLINIC
Creative Strategy / Branding(BI)
depetz
Creative Strategy / Branding (CI) / Application
LPHYSIO Prestige Fitness & Therapy
Creative Strategy / Branding(BI) / Verbal Identity / Web(UX&UI) / Graphic / Signage
PRIOR WEBSITE
Creative Strategy / Web(UX&UI)
LPHYSIO WEBSITE
Creative Strategy / Web(UX&UI)
COLD SPRING ORGANIC
Creative Strategy / Branding(BI) / Verbal Identity / Packaging / Illustration
OTTOGI GIFT SET
Creative Strategy / Packaging / Graphic
TIME VIP VOUCHER
Editorial / Graphic
PAUL BASSETT
Creative Strategy / Editorial / Graphic
wonderaum
Creative Strategy / Branding(BI) / Verbal Identity
Seoul Arts Learning Center
Creative Strategy / Branding(BI) / Verbal Identity
SYSLEEP Mattress
Creative Strategy / Branding(CI) / Verbal Identity
La MUnir
Creative Strategy / Branding(BI) / Verbal Identity / Packaging
COURS de REVE BALLET
Creative Strategy / Branding(BI) / Verbal Identity
Wink Plastic Surgery Clinic
Creative Strategy / Branding(BI) / Web(UX&UI)
ARTISTRY STUDiO
Creative Strategy / Graphic
DORMIRELAX
Creative Strategy / Branding / Verbal Identity / Editorial
COMME AESTHETIC WEB
Creative Strategy / Web(UX&UI)
RIVER ANIMAL MEDICAL CENTER
Creative Strategy / Branding(BI) / Verbal Identity
D-forest
Creative Strategy / Branding(BI) / Verbal Identity / Illustration / Signage
COMME AESTHETIC
Creative Strategy / Branding(BI) / Verbal Identity
OTTOGI OMU
Creative Strategy / Branding(BI)
Grampus
Creative Strategy / Branding(BI) / Verbal Identity / Editorial / Graphic
HIGH hOLBORN
Creative Strategy / Branding(BI) / Verbal Identity
ARTISTRY SIGNATURE SELECT BODY
Creative Strategy / Editorial / Graphic
Jules Diary
Creative Strategy / Branding(BI) / Verbal Identity / Web(UX&UI)
RAON WOMEN'S CLINIC WEB
Creative Strategy / Web(UX&UI)
Mannings & Guardian Store
Creative Strategy / Branding(BI) / Graphic
Incheon International Airport
Creative Strategy / Signage
EMINENT
Creative Strategy / Branding(BI) / Web(UX&UI) / Signage
Maison de MARIANNE
Creative Strategy / Branding(BI) / Packaging / Signage
WINE WORKS
Creative Strategy / Branding(BI) / Packaging
ROOS
Creative Strategy / Branding(BI)
Dr.Hong Probiotic Drink
Creative Strategy / Branding(BI) / Verbal Identity / Packaging
BuilderHub Icon
Creative Strategy / Illustration
ELMNT Skincare
Creative Strategy / Branding(BI) / Verbal Identity / Packaging
Damtuh Finest Tea Collective
Creative Strategy / Packaging
Diligent Farmer
Creative Strategy / Branding(BI) / Packaging
DAIZ
Creative Strategy / Branding / Signage
Damtuh Herbal Tea Special
Creative Strategy / Packaging
LIA
Creative Strategy / Branding(BI) / Web(UX&UI)
MAISON TICIA
Creative Strategy / Branding(BI) / Packaging / Illustration / Signage
Innisfree Green Cafe
Creative Strategy / Graphic / Signage
Gelato Spot
Creative Strategy / Branding(BI) / Packaging / Illustration
OASIS Veterinary Surgical Center
Creative Strategy / Branding(BI) / Signage
MS PREtea Cafe
Creative Strategy / Branding(BI) / Packaging / Illustration
SUGARCUP
Creative Strategy / Branding(BI) / Graphic / Signage
GAYEOP KOREAN DINING
Creative Strategy / Branding(BI)
THE OTHER BEANS
Creative Strategy / Branding(CI) / Verbal Identity / Signage
HOHOMEAL
Creative Strategy / Branding(BI) / Packaging
KB Card
Creative Strategy / Editorial / Illustration
THE HILL VETERINARY MEDICAL CENTER
Creative Strategy / Branding(BI) / Signage
PENNY LANE
Creative Strategy / Branding(BI) / Packaging / Signage
Cafe Cconnal
Creative Strategy / Branding(BI) / Packaging / Signage
Nature Collection La plusbelle
Creative Strategy / Branding(BI)
Dr. EL Toothpaste
Creative Strategy / Branding(BI) / Packaging / Illustration
REMICONE Ice-cream Cafe
Creative Strategy / Branding(BI) / Packaging / Graphic / Signage
STATION NEO
Creative Strategy / Branding(BI) / Signage
IL BIANCO
Creative Strategy / Branding(BI) / Signage
Dr. Vranjes
Creative Strategy / Branding / Graphic
REMICONE Ice-cream Flagship
Creative Strategy / Branding(BI) / Verbal Identity / Graphic
DISCOVERY Expedition
Creative Strategy / Branding(BI) / Graphic
LUMYD
Creative Strategy / Branding(BI)
Bunny Drop
Creative Strategy / Branding(BI) / Verbal Identity / Packaging / Illustration
3D BOX
Creative Strategy / Packaging
Katakomb Lounge Bar
Creative Strategy / Branding(BI) / Verbal Identity / Signage