leegeehaam skincare

•

Client : leegeehaam cosmetics (South Korea)

Project : leegeehaam brand renewal project (leejiham-> leegeehaam)

Project Scope : global beauty trend insights/ brand design strategy/ brand naming + communication message + brand story contents/ designs strategy/ basic design(symbol logotype)/ application design/ package design/ photography shooting/ brand guideline

Challenges & Solution :

leegeehaam is one of the leading cosmeceutical skincare brands in S.Korea, it was founded by 3 renowned dermatologists. In order to expand their business to global consumers, they've decided to renew their brand from strategy to design. the bread and butter has re-categorised their products into four different lines : LIFE- GROW- HOPE- MASTER. As this product positioning is natural cosmeceuticals, we've designed a symbol with a double meaning : 1) natural ingredient extract drops 2) a percentage mark(%) that shows natural ingredient contents. To visually differentiate each product line, we applied a color bar that represents each category. New leegeehaam brand identity now has the look that is simple, contemporary, but aesthetically unique enough to attract Millennials. leegeehaam successfully launched in global market : US (Target, Amazon) and Europe.