the bread and butter : Strategic Brand Communications

Beauty & Fashion

BACK

LLANG Skincare Brand Renewal

Client

Korea Ginseng Corporation

Project

Superfood Cleanse Skincare Brand Creation

Project Scope

global beauty market insights/ case studies/ brand strategy/ brand portfolio strategy/ product line-ups/ brand architecture system/ brand naming + communication message + brand story contents/ design strategy/ supergraphic system/ inforgraphics/ basic design(symbol logotype)/ application design/ package design/ photography shooting/ brand guideline

Challenges & Solution

Korean Ginseng Corporation (KGC) is the no.1 health & supplement company in South Korea that makes products based on red ginseng extracts. Due to the perception that ginseng is only for adults and retired elders, KGC decided to create a new skincare brand with its key ingredient, red ginseng, to attract millennials. Thus, the bread and butter redefined red ginseng as a superfood for detoxification and intensification of skin immunity. Therefore, we proposed to KGC "Superfood Cleanse Care" as the central idea of the brand and "Cleanse Care Programme" as their product marketing matrix.

To visualize the brand concept and key ingredient red ginseng, we created a series of supergraphic patterns inspired by the shapes of superfoods such as mulberry, reishi, ginseng, etc.