뉴스레터 닫기

JOIN OUR NEWSLETTER

Subscribe to our newsletter to stay informed
about our latest work and studio news. As well as
information on current positions and internships.

2F 17, Seoulsup 6-gil,
Seongdong-gu, Seoul

+82 2-468-7792

ynldesign@naver.com

Share  +

2024.07

ROUGE&LOUNGE

루즈앤라운지

  • THE CLIENT

    클라이언트

    ROUGE&LOUNGE is an advanced contemporary accessories brand under Handsome Corporation, a fashion subsidiary of Hyundai Department Store Group. The brand name embodies a duality: "ROUGE" symbolizes women who are passionate about their work, while "LOUNGE" represents recharging through personal time. With a focus on craftsmanship, premium materials, and simple yet geometric patterns, ROUGE&LOUNGE presents a refined sense of enduring beauty—offering a unique, modern aesthetic rooted in restraint and sophistication.

    루즈앤라운지(ROUGE&LOUNGE)는 현대백화점그룹 계열 패션저문기업 한섬의 어드밴스드 컨템포러리 액세서리 브랜드입니다. '일을 사랑하는 여성'을 상징하는 ROUGE와 '자신만의 시간을 통해 재충전하는' LOUNGE의 상반된 의미를 담고 있습니다. 장인정신과 고급스러운 소재, 단순하면서도 기하학적인 패턴으로 오랜 시간 지속되는 견고한 아름다움을 선보이며, 절제되고 현대적인 감각으로 유니크한 스타일을 제안합니다.

  • THE OBJECTIVE

    목적

    The core objective of the ROUGE&LOUNGE brand identity (BI) renewal project was to reinterpret the outdated 2013 logo with a modern sensibility. This included improving readability and usability not only for retail store signage and product applications such as handbags and wallets, but also across digital environments, especially mobile platforms. YNL set out to build a timeless, modern visual identity that reflects the brand’s signature refined style—creating a robust visual asset that would support the brand’s sustained growth.

    루즈앤라운지 BI 리뉴얼 프로젝트의 주요한 과제는 2013년 개발된 올드한 이미지의 로고를 현대적인 감성으로 재해석하고, 백화점 매장 사이니지, 핸드백과 지갑 등 제품에서의 활용은 물론 모바일을 비롯한 온라인 환경에서의 가독성을 개선하는 것이었습니다. YNL은 루즈앤라운지가 추구하는 절제되고 세련된 스타일을 기반으로 오랜 시간이 지나도 현대적인 감성을 유지할 수 있는 견고한 BI 디자인 개발을 통해 브랜드의 지속적인 성장을 뒷받침하는 시각적 자산을 구축하고자 했습니다.

  • THE SOLUTION

    해결방안

    The original 2013 logo, characterized by an ornate, pen-drawn quality, lacked alignment with the brand’s contemporary and restrained image. It posed practical limitations in its application across various touchpoints including product hardware and store signage. YNL developed a new BI design grounded in the brand's ethos of white space and understated elegance. The redesigned logo serves as a cohesive visual anchor across collections and brand communications. Unlike the previous lowercase wordmark, the new logo features uppercase sans-serif typography that ensures excellent legibility and versatility. It reflects the brand’s refined sensibility through subtle stroke contrast and sophisticated detailing. The letter R incorporates an open crossbar, creating a sense of airiness, while its nuanced curvature adds elegance. The minimalist L, with its geometric form softened by a curved horizontal stroke, subtly conveys brand character. This refined typographic approach extends to the secondary logo composed of the brand’s initials, R&L, which enhances distinctiveness when used independently. The ampersand symbol connecting ROUGE and LOUNGE has been carefully crafted to embody the brand’s philosophy of balance between work and rest—delivering a sense of restraint, sophistication, and spatial clarity. With its precise yet minimal design language, the renewed logo visually expresses the modern refinement at the heart of ROUGE&LOUNGE.

    2013년 개발된 기존의 로고는 펜으로 그린듯 화려하고 개성이 강했기에 절제되고 모던한 무드를 추구하는 루즈앤라운지의 브랜드 이미지를 반영하기 어려움이 있었고, 가방 제품이나 매장 사이니지에서의 활용에 어려움이 있었습니다. YNL은 여백과 절제된 아름다움을 추구하는 브랜드 가치를 반영한 BI 디자인을 통해 다양한 컬렉션과 브랜드 활동에 구심점이 되는 브랜드 자산을 개발했습니다. 기존의 소문자 로고와 달리 대문자로 개발된 산세리프 로고는 단순하고 여유로운 공간감이 반영되어 가독성과 활용성이 우수하고, 정교한 획대비와 세련된 표현으로 브랜드 고유의 감성을 담았습니다. 알파벳 R의 중간획을 개방하여 여유로운 공간감을 더했으며 세심한 곡선 표현으로 세련미를 전합니다. 미니멀한 구조의 알파벳 L은 기하학적인 특징을 강조하되 가로획에 곡선을 가미하여 브랜드 개성을 담았습니다. 이는 ROUGE&LOUNGE의 이니셜로 구성된 세컨더리 로고, R&L의 활용 시 타브랜드와의 차별적인 브랜드 정체성을 강화하는 요소로 활용됩니다. ROUGE와 LOUNGE를 연결하는 &은 일과 휴식의 균형이라는 브랜드 가치를 반영하여 절제된 세련미와 편안하고 여유로운 공간감이 돋보이도록 개발되었습니다. 단순하지만 정교한 터치가 담긴 신규 로고는 루즈앤라운지가 지향하는 현대적인 세련미를 시각적 자산으로 구현했습니다.

KR TEXT





















Liaison de LOREN

Creative Strategy / Branding(BI) / Verbal Identity / Packaging / Web(UX&UI) / Graphic / Illustration

ENFORD HOTEL

Creative Strategy / Branding(BI) / Verbal Identity

Liaison de LOREN Website

Creative Strategy / Branding(BI) / Verbal Identity / Packaging / Web(UX&UI) / Graphic / Illustration

NP

Creative Strategy / Branding(CI) / Verbal Identity / Web(UX&UI)

MAISON POESI

Creative Strategy / Branding(BI) / Verbal Identity

ROUGE&LOUNGE

Creative Strategy / Branding (BI)

ROii&COii

Creative Strategy / Branding(CI) / Verbal Identity

MIINSILOK

Creative Strategy / Branding(BI) / Verbal Identity / Packaging

ORVIS

Creative Strategy / Branding(BI)

COSMOS LAB

Creative Strategy / Branding(CI) / Verbal Identity / WEB(UX&UI)

SHINHANCARD SOL TRAVEL

Creative Strategy / Graphic / Photography Direction

UNIVERA

Creative Strategy / Branding(CI) / Packaging

O'2ND

Creative Strategy / Branding (BI) / Verbal Identity

SHIHYO

Creative Strategy / Packaging / Application

TAXBACK

Creative Strategy / Branding(CI) / Verbal Identity / Web(UI)

STUDIO EON

Creative Strategy / Branding(CI) / Verbal Identity

Braindrop

Creative Strategy / Branding(CI) / Verbal Identity

ARTPOINT

Creative Strategy / Branding(CI) / Verbal Identity

KLEANICURE

Creative Strategy / Branding(BI) / Packaging

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)

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

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

Damtuh Finest Tea Collective

Creative Strategy / Packaging

Diligent Farmer

Creative Strategy / Branding(BI) / Packaging

Damtuh Herbal Tea Special

Creative Strategy / Packaging

MAISON TICIA

Creative Strategy / Branding(BI) / Packaging / Illustration / Signage

Innisfree Green Cafe

Creative Strategy / Graphic / Signage

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

THE OTHER BEANS

Creative Strategy / Branding(CI) / Verbal Identity / Signage

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)

STATION NEO

Creative Strategy / Branding(BI) / Signage

IL BIANCO

Creative Strategy / Branding(BI) / Signage