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2023.05
O'2ND
오즈세컨
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CLIENT
(주)한섬
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INDUSTRY
Lifestyle, Retail -
SERVICE
Creative Strategy ,
Branding (BI) ,
Verbal Identity
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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.
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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.
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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.
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