beauty & fashion


innisfree (Amore Pacific)


Global Brand Renewal Project

Project Scope

global market research + insights/ brand strategy/ brand communication message + brand story/ design strategy/ color wheel + color matrix + color name + color story/ supergraphics/ application design/ package design template/ photography guide/ brand guideline(English/Chinese/Korean, 3version)

Challenges & Solution

To be differentiated from other natural skincare brands, innisfree wanted to define their own identity with a unique brand color system and strategic global brand guideline. the bread and butter re-defined innisfree's brand central idea, brand design strategy, brand color, color wheel, supergraphics and brand story contents based on their JEJU Island heritage. By building their own set of symbolic colors(innisfree green + secondary colors), innisfree could secure their position as a distinguished natural skincare brand in the global market. the bread and butter made a global brand guideline in English/Chinese/Korean for innisfree to consistently manage their brand.

innisfree global brand guideline- English version

innisfree supergraphic - brand frame module

innisfree green color (main)

innisfree green color (sub)

innisfree green color wheel + color name

innisfree supergraphic - greentea pattern motif

innisfree supergraphic - greentea pattern

innisfree supergraphic - seed pattern

innisfree global brand guideline- Chinese version

innisfree global brand guideline- English version