Amore Counselor Brand Design

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Overview

Amore Counselor is one of AmorePacific's core sales platforms and is a door-to-door sales cosmetics brand that proposes cosmetics through counseling. Amore Pacific's door-to-door sales system with the launch of the brand Amore in 1964 came under the name Amore Counselor in the mid-1990s. Amore counselors are now expanding their role as a platform and media that offers customer-tailored cosmetics through counseling by directly communicating with customers beyond sales methods based on the core values of 'trust' and 'sympathy'. Therefore, this project is designed to establish identity and enhance a consistent brand image as a brand that provides customized information, content, and solutions in customers' lives by forming relationships with customers beyond simple sales of cosmetics.

Brand essence

Amore Counselor is a partner that joins customers throughout their lives and helps them realize their unique beauty. Create the beauty of each customer in your daily life by building a relationship with the customer,

not just selling products across generation by generation.

Brand core value

The core values of Amore counselors are sympathy, trust, and relationship.

Amore Counselor is a platform that directly communicates with customers as a beauty/cosmetics expert based on the core values of 'trust', 'sympathy', and 'relationship', provides content and suggests customized cosmetics.

Design concept

Amore Counselor's symbol mark is a design that expresses Amore Counselor (a/c), which forms a relationship based on trust and empathy with customers by connecting "a" symbolizing Amore Pacific and "c" symbolizing customers. The connected “a” and “c” overlap each other to express communication with customers through sincerity, while representing and conveying beauty in the form of butterflies and blooming flowers to create beauty for customers.

Brand mark

Amore Counselor's brand mark is based on maintaining the traditional butterfly shape, and the new logo type uses APHQ typeface applied to AmorePacific headquarters.

APHQ typeface is used mainly for offline contacts such as Amore-Seongsu/APMA, and expresses a consistent brand image of Amore counselors with a delicate and contemporary beauty with the connection and space between geometric and rhythmic units.

Brand color & typeface

Amore Counselor's color inherits the existing brand color "Pink," and by using dark brown colors together,

it conveys a comfortable and soft image of Amore Counselor as a partner to help each person realize their unique beauty in their lives. In addition, the typeface of the Amore Counselor uses the APHQ typeface applied

to the Amore Pacific headquarters to consistently build the image of the Amore Counselor.

Application

Amore Counselor's brand application design utilizes the logo type, color, and graphic design elements to develop Amore Counselor's unique delicate and rhythmical sense. Actively use Amore counselor beige pink and deep brown, and apply them to brand applications so that you can consistently feel the Amore counselor's image from all customer contacts through a relationship-like Key Visual.