Communication

Plu packaging design

Extra Form

Country	Korea
Year	2024
Award	WINNER
Client	zivon cosmetic Co., Ltd.
Affiliation	ohSeven design Co., Ltd.
Designer	Sukyoo Bae, Yunje Park, Jinju Kim, Chaelin Kim
English	The goal is to go beyond the concept of nature, strengthen image as heritage skin care brand for nature lovers, and establish brand identity in consideration of product hierarchy. This enables effective visual communication in online-offline touchpoints. PLU’s design concept is a secret garden laboratory gardened by people who love nature. Its apothecary-themed plant ingredient typography, illustration styles, and container designs deliver heritage and styles of PLU that has been researching on body scrubs for over 20 years.
Native	국내에서 가장 오래된 바디스크럽 브랜드인 플루 제품 카테고리 확장으로 인한 제품라인의 위계와 타겟 구분을 명확하게 하기 위한 디자인 시스템 구축을 진행했습니다. 소비자와의 접점에서 브랜드의 헤리티지를 효과적으로 전달하기 위해서 제품라인의 위계와 타겟 구분이 불명확한 점을 개선하고 일관성있는 브랜드 커뮤니케이션을 위해 디자인 시스템을 구축했습니다. 헤리티지 스킨케어 브랜드 이미지를 강화하고 이를 통해 제품의 기능적 이점과 감성적 이점을 온-오프라인 접점에서 효과적인 비쥬얼 커뮤니케이션을 가능하게 합니다. 플루의 비주얼 컨셉은 자연을 사랑하는 사람들이 가꾸는 비밀의 정원 실험실입니다. 식물 성분을 기반으로 아포테커리를 연상시키는 타이포그래피와 일러스트 스타일, 용기 디자인을 통해 20년 넘게 바디 스크럽을 연구해 온 플루만의 감성과 헤리티지를 전합니다. 용기 디자인은 온실의 건축적 특징에서 영감을 받았습니다. 따뜻한 온실속에서 식물들이 조화를 이루며 하나의 향기를 만들듯이,플루 퍼퓸드 역시 온실을 닮은 용기 속에서 여러 성분들이 만든 조화로운 향이 담겨있습니다. 메탈릭한 질감과 불투명한 용기를 사용하여 고급스러운 느낌을 더해줍니다.
Positive Comments
Judging Comments	PLU's design concept, centered around a "secret garden laboratory" has been lauded for its creativity and strategic depth. The use of apothecary-themed typography and illustrations, along with unique container designs, effectively conveys the brand's heritage and appeal to nature lovers. This approach has successfully established PLU's identity as a heritage skincare brand, showcasing its two-decade-long research in body scrubs.

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