The Innisfree brand was launched in 2000, as South Korea’s
first natural cosmetics brand and sold exclusively in 200+ Innisfree retail
stores throughout the country. Over the course of several years, the brand
presentation evolved and had become fragmented. With eyes toward global
expansion, Innisfree was looking for help in designing an identity system that
would reflect the simple beauty of its natural offering.
Duffy's challenge was to develop a fresh brand expression to engage
interest and enhance shopability.
The client team had just completed the design of a new logo.
It was our charge to take the mark and build meaning for the brand through
the development of a brand language that would celebrate its position of the
“simple nourishing beauty of nature.”
Explorations lead to a nature inspired color palette for
packaging materials and graphics, which would be used to help differentiate
platforms by audience and usage. A simple and bold illustration style was
designed to strengthen shelf presence and reinforce key ingredient stories.
New designs propelled a dual launch – including a fresh look
for the entire brand portfolio, as well as the introduction of the new Magic
The Magic Floral launch quickly became Innisfree’s
top-selling collection of all time as measured in both sales volume and revenue. Magic Floral performance was 30% higher than all other new products launched by Innisfree in 2009.