FROM XOY
A GIFT FROM NATURE
Clients: From Xoy
Location: Seoul, South Korea
Client Industry: Cosmetics
Category: Branding and Packaging, Film
Year: 2019
Creative Director: Tido, Alpa
Brand Designer: Saro, JQ
Photo & Film: Silver, Shushu, JQ
Recognition: IDEA 2020 Finalist
The branding project was carried out for “From Xoy,” which is a brand that approaches you like a letter from your friend. From Xoy offers beauty from natural sources to your skin. We strived to build a brand concept and a solid brand identity by defining its direction, value, and giving the brand its own personality.
We create the “Xoy” as a character with outgoing, optimistic, and cheerful personality; this character conveys a message to audience and we can find optimistic value from the message.That is how we designed a brand identity. We illustrated the ingredient(echinacea) which is unfamiliar to Korean customers, and it make the ingredient look friendlier. We used stamps and hand written type to give the brand look more personally gifted to the customer.
Xoy’s message helped us to come up with a metaphor of “letter.” The metaphor is an excellent medium to express emotion that Xoy has because people understand the expectation and joy that exchanging letters can bring. This idea became the background for design concept.
