Primera 'Love the Earth' Campaign Identity

  • AMORE PACIFIC's skin care brand, Primera, has been carrying out the campaign ’love the earth, save the wetlands’ since 2015. CFC improved the emblem Primera had been using in the campaign, building a new campaign identity system and developing campaign graphics in the second half of 2019.
    Emblem development direction is as follows.

    1. Go Symbolic
    2. Friendly & Memorable Shape
    3. Communicate the clear message 

    After various experiments, CFC developed a unique emblem by combining the shape of the earth with the face of an otter, one of the representative animals in the wetlands. Symbols and wordmarks may be combined or separated and used in a variety of situations.
  • Primera 'Love the Earth' Campaign Identity Design Renewal
    Client: Amore Pacific

    Project Team
    Amore Pacific Luxury Brand Design 2 Team
    Project Management & Design
    Campaign Visual Identity & Graphic Design Dev.

    Art Direction & Design: Charry Jeon
    Design & Illustration: Jeongmoon Choi, Minsun Lee, Yoonji Nam
    Photography: Kiwoong Hong