Communication

itsWell brand design

Extra Form

Country	Korea
Year	2025
Award	WINNER
Client	CJ freshway Co., Ltd.
Affiliation	ohSeven design Co., Ltd.
Designer	Sukyoo Bae, Yunje Park, Boyeon Yeon, Jahee Lee, Chaelin Kim
English	it'well is CJ Freshway’s master brand, specializing in food distribution. Specialized. The branding work inherits the existing persona and establishes a new brand identity. To emphasize the master brand, the new identity is fused into all categories. It is also newly defined by inheriting the existing heritage and brand vision, “think deeply beyond needs and suggest customized solutions.” The graphic design also uses the logo symbol line to be in harmony with the newly defined brand identity. The changes are visible objectively and significantly compared to past by enlarging logo size, contrasting brightness, and changing the font thickness.
Native	이츠웰은 CJ프레시웨이의 마스터 브랜드로, 식품유통 전문 브랜드 입니다. 브랜딩을 통해 기존의 기업 페르소나를 계승하고 새롭게 브랜드 아이덴티티를 구축합니다. 마스터 브랜드를 강조하기 위해 새로운 아이덴티티를 카테고리 전반에 적용합니다. '필요를 넘어 사려깊게 헤아려 맞춤 솔루션을 제안한다' 는 브랜드 비전과 기존의 헤리티지를 계승하여 새롭게 정의합니다. 헤리티지를 이어가되, 맞춤 솔루션을 제안하는 이츠웰이라는 새로운 브랜드 비전을 살리기 위해 단단한 이미지의 기존 심볼을 사려깊음을 느낄 수 있는 조형으로 발전 시켰습니다. 또한 새로운 아이덴티티를 소비자에게 적극적으로 어필하며, 진열 시 노출이 잘 될 수 있어야 한다는 프로젝트의 목적성에 부합하기 위해 로고 사이즈의 확대, 명도 대비, 서체의 굵기등의 변화를 주었습니다. 로고의 형태는 기존 로고의 방패형태가 주는 신뢰와 안정성을 이어가되 새로운 브랜드 슬로건을 내세울 수 있는 아이덴티티의 형태로 발전 시켰습니다. 기존 방패 형상과 비례속 하트의 따뜻함을 함께 느낄 수 있는 형태의 로고가 신뢰와 사려깊은 이츠웰 브랜드의 방향성을 나타냅니다. 기존에 비해 로고는 300%이상 면적이 증가 하였고 제품명의 명도 대비 차이는 평균 5배 이상 증가하도록 하여 식별력을 눈에 띄게 높였습니다.
Website	www.cj.net/brand/list_food/freshway.asp
Positive Comments
Judging Comments	it'well, CJ Freshway's master brand specializing in food distribution, has undergone a rebranding to enhance its identity. The new branding maintains the brand's heritage while emphasizing its vision of "thinking deeply beyond needs and suggesting customized solutions." The updated graphic design integrates the logo symbol line to align with the refreshed brand identity, featuring noticeable changes such as a larger logo size, higher contrast brightness, and adjusted font thickness. This evolution strengthens its presence while staying true to its core values.

1. in Communication
   

   CESCO Mylab Package Design

2. in Communication
   

   Shanhaijing Baijiu

3. in Communication
   

   TAIWAY NO.9

4. in Communication
   

   Relief Lab

5. in Communication
   

   Sculpture City Seoul Policy Branding

6. in Communication
   

   ATHOME Brand Identity Design

7. in Communication
   

   Hallucinogenic Mushrooms

8. in Communication
   

   Spotiway.voice guide for blind people

9. in Communication
   

   Global JONGGA Kimchi Design

10. in Communication
    

    KIMCHI CRUNCH BITES CRUNCH THE WORLD

11. in Communication
    

    OPENPATH Platform Design

12. in Communication
    

    Sony Central Labor Union 20th Anniversary

13. in Communication
    

    Crafting Comforts A Urban Reimagination

14. in Communication
    

    VOYEUR EXHIBITION Uncomfortable Gaze

15. in Communication
    

    BADGOM Sponsorship Branding

16. in Communication
    

    MORAL GARDENING

17. in Communication
    

    Elegami

18. in Communication
    

    Solver Dish Bar Eco Friendly Soap Packaging

19. in Communication
    

    Serene Brand Identity and Packaging Design

20. in Communication
    

    SaengGwaBang Yakgwa Rebranding

21. in Communication
    

    PODO wine

22. in Communication
    

    Oatracatabra

23. in Communication
    

    Happy Hualien Living Supplies Voucher

24. in Communication
    

    PICL Brand Identity Design

25. in Communication
    

    Smart Fish Shacha Tuna Floss Cake

26. in Communication
    

    GOODAM Brand Identity Design

27. in Communication
    

    KBS2 MUSIC BANK Visual Branding

28. in Communication
    

    Pearfect

29. in Communication
    

    SIMPLICITEA

30. in Communication
    

    itsWell brand design

31. in Communication
    

    OPENPATH Brand design

32. in Communication
    

    Cemeteries Matter

33. in Communication
    

    Bamboo

34. in Communication
    

    Jummyo Brand Identity design

35. in Communication
    

    Space Olympics Brand Identity Design

36. in Communication
    

    met

37. in Communication
    

    GyeongNam International Liquor Fair

38. in Communication
    

    META FEEL

39. in Communication
    

    PILM

40. in Communication
    

    MIIN SILOK BRAND IDENTITY

41. in Communication
    

    Arko Art Center

42. in Communication
    

    There is no special method

43. in Communication
    

    Here and Somewhere

44. in Communication
    

    Taiwan Hi marine highway brand

45. in Communication
    

    Kuma

46. in Communication
    

    CIDA Identity Rebrand

47. in Communication
    

    A STARZ VISUAL BRANDING

48. in Communication
    

    Baekje Soju Branding

49. in Communication
    

    UXUI Design for AIOps Platform Backend AI

50. in Communication
    

    posheca

51. in Communication
    

    HEALIUM

52. in Communication
    

    DETECTIVES THE TRADE SECRET VISUAL BRANDING

Designed by sketchbooks.co.kr / sketchbook5 board skin