Green ✕ Groove Brand Design

•

Inspiring Around, Green ✕ Groove

Green ✕ Groove is a new brand of landscaping in LOTTE E&C's residential brands such as LOTTE CASTLE, LE|EL, and LUMINI, which are designed to provide an experience to feel inspiration in daily life by reflecting individual tastes in the landscape space. Form & Function, along with LOTTE E&C, conducted Green ✕ Groove's brand naming, brand design, and space identity design.

Landscape as an Experience Space

Green ✕ Groove is a brand that delivers inspiration for life in the daily lives of residents by providing an experience that reflects individual tastes in apartment buildings through collaboration with various brands along with the fundamental functions of landscaping such as rest and healing. Inspiring Around, the brand concept of Green ✕ Groove, reinterprets the landscape of the apartment, which was the existing viewing space, as a space of experience.

Green Leaf in 'g' Letter

The green leaf inside the initial 'g' that forms the symbol mark symbolize the landscape. The lines surrounding the leaf symbolize the fundamental function of landscaping: relaxation and healing, and in a rhythmic form represents the image of life inspiration that the brand can feel through the experience it offers.

Brand Color from Green Nature

The brand colors Eternal Deep Green and Inspiring Bright Green convey the rest and healing of landscaping, the stability of life with nature, and the inspiration and positive energy of everyday life provided by Green ✕ Groove.

Graphic Motif

Graphic motifs magnify and repeat the form of symbol mark, delivering a brand's image dramatically and energetically.

Brand Theme Song - Kim Joonseo

With the garden party commemorating the launch of Green ✕ Groove as the brand's first collaboration, we collaborated with pianist Kim Joon-seo to compose the brand's theme song and hold a concert.