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PROJECT |
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AMOREPACIFIC
Tangerine guided this pioneer of the Korean cosmetics industry into becoming a premium brand and major force in the global cosmetic market.
AMOREPACIFIC had achieved success in Asia, but wanted to pursue the challenge of becoming a successful worldwide player.
The company worked with Tangerine to reposition and reorganize its brand architecture.
A study of global markets and cultural difference around the notion of ‘beauty’ led to the development of a ‘design spirit’ for AMOREPACIFIC called “Aura of Beautiful Contrasts”.
The concept was developed to guide the corporate identity of the company as a whole.
The challenge was to protect the AMOREPACIFIC 60 year old heritage while adding contemporary relevance with unique global appeal. |
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