the bread and butter : Strategic Brand Communications

Beauty & Fashion

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FATION Derma Skincare Brand Creation

Client

Dong-A Pharmaceutical

Project

Derma-Skincare Brand Creation

Project Scope

brand concept + positioning + communication message + brand story contents/ design strategy/ supergraphic system/ inforgraphics/ basic design(symbol logotype)/ package design/ SNS Visual Template Guideline

Challenges & Solution

Dong-A Pharmaceutical, a leading pharmaceutical company in South Korea, appointed the bread and butter to create its first skincare brand with a key anti-aging ingredient called noscam complex. The client envisioned empowering millennial customers to have more confidence with their natural beauty. Thus, the brand name became FATION meaning "light on your own beauty." With this in mind, the bread and butter created FATION brand story, symbol logotype design (four beauty function modules shown inside petal shape symbols). Lastly, we worked to incorporate Dong-A Pharmaceutical's heritage of 87 years in the logotype through sophisticated and classical serif strokes.

As for the package design, we thought about how one template could adapt to various product lines. We decided to create a two-color block background template where the bottom half is the brand master color, and the top half represents the different product line. An apricot pink line was included between the two colors to create contrast.

FATION was successfully launched in November, 2019 with a celebrity TV AD (https://youtu.be/5Z2guAuTNHw)