Shiroa Brand Identity Renewal
Communication
Regions
Korea
Year
2026
Award
WINNER
Client
Shiroa Postpartum Care Center
Affiliation
Design Astrein & Shiroa Postpartum Care Center
Designer
Doeun Kang, Mingyeong Kim
English
Shiroa is a rebranding project for a postpartum care brand that redefines rest and recovery through design. The new name SHIROA, evolved from SHIUM (rest) and ROA (journey), was created to build a global brand beyond trademark limits. Its identity centers on motherhood, uniting mother and baby as one. The symbol merges a comma with a baby’s form, representing life’s beginning and gentle breath. The logotype, derived from the same curve, visualizes harmony between rest and care. Through a flexible identity system, the symbol adapts to emotional variations and applications across goods and media, creating a refined and human brand experience.
Native
시로아(Shiroa)는 ‘쉼과 회복의 본질’을 디자인으로 재정의한 산후조리원 브랜드 리브랜딩 프로젝트입니다.
기존 ‘쉼(SHIUM/Rest)’에서 발전된 새로운 이름 ‘시로아(SHIROA)’는 쉼(SHIUM)과 회복의 길(ROA)에서 유래하였으며, 상표권 한계를 극복하고 글로벌 확장을 목표로 개발되었습니다. 브랜드의 핵심은 ‘산모와 아기’의 관계에 집중하여 두 존재를 하나로 상징화한 데 있습니다. 쉼표(Comma)와 아기의 형상을 결합한 심볼은 삶의 시작, 호흡, 그리고 휴식을 의미하며, 쉼표에서 비롯된 로고타입은 회복의 리듬을 시각적으로 표현합니다.
또한 플렉서블 아이덴티티 시스템을 적용해 아기의 표정이나 감정 변화, 굿즈·광고 등 다양한 확장이 가능하도록 설계되었습니다.
Website
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Shiroa Brand Identity Renewal
Design Astrein & Shiroa Postpartum Care Center
Korea
Partner & Sponsor
More
info@asiadesignprize.com
#14057, 905 49, Beolmal-ro 102beon-gil,
Dongan-gu, Anyang-si, Gyeonggi-do, Korea
#14057, 905 49, Beolmal-ro 102beon-gil,
Dongan-gu, Anyang-si, Gyeonggi-do, Korea
Founder: Doyoung Kim
Business Registration Number: 454-86-01044
Online Sales License No.: 2021-Anyang Dongan-1081
Copyright © DESIGNSORI Co., Ltd.
Business Registration Number: 454-86-01044
Online Sales License No.: 2021-Anyang Dongan-1081
Copyright © DESIGNSORI Co., Ltd.
