Communication

Serene Brand Identity and Packaging Design

Extra Form

Country	Korea
Year	2025
Award	WINNER
Client	Bronte Inc.
Affiliation	B for Brand
Designer	KIM YU JIN, LEE JU HEE, OH HANG SEOK, KO YUN KYUNG, KANG BYEONG CHAN
English	Serene is a healthcare brand dedicated to women in their 30s and 40s navigating their busy lives. Embodying the meaning of its name, 'serenity' and 'peacefulness,' the brand promotes inner stability and calm through healthy physical transformation. Its identity, centered on an italic 'r,' designed to appear as if it is comfortably resting, along with the trapezoidal 'door' motif, symbolizes the journey to true serenity and a better life. Gradient colors representing each product's unique features further enhance the brand. The healthy changes brought by Serene enhance daily life, leading to a more vibrant and healthier lifestyle.
Native	세렌(Serene)은 바쁜 일상을 살아가는 현대인, 특히 30~40대 여성들에게 진정한 평온과 휴식을 선사하는 헬스케어 브랜드입니다. '고요함'과 '평화로움'을 의미하는 브랜드명처럼, 몸의 건강한 변화를 통해 내면의 안정과 평온을 느끼며 자신에게 집중하는 특별한 경험을 제공합니다. 브랜드 아이덴티티는 이탤릭체 'r'을 중심으로 구성되어 있습니다. 편안히 기대어 있는 듯한 글자의 모습은 쉼과 평화로움이라는 브랜드의 본질을 담아냅니다. 브랜드 핵심 가치인 Rest(휴식), Relaxing(이완), Revitalizing(재충전), Reliable(신뢰)은 지친 몸과 마음에 휴식과 활력을 주고, 믿을 수 있는 품질로 신뢰를 얻고자 하는 세렌의 철학을 보여줍니다. 패키지 디자인의 핵심 모티프인 사다리꼴 형태의 '문'은 더 나은 삶으로 향하는 통로를 상징합니다. 이는 점차 선명해지는 블러 효과와 조화를 이루며, 자기 내면으로 초점을 맞추어가는 여정을 섬세히 담아냅니다. 제품별 특징을 상징하는 컬러는 각각의 고유한 효능과 특성을 은은한 그라데이션으로 표현하여, 세렌만의 아이덴티티를 완성합니다. 세렌은 잠시 멈추어 자신을 돌아보는 시간을 선물하는 동반자가 되고자 합니다. 세렌과 함께하는 건강한 변화는 더욱 건강하고 활기찬 삶으로 이어질 것입니다.
Positive Comments
Judging Comments	Serene's brand identity has been highly commended for its thoughtful design and meaningful symbolism. The italic 'r', appearing as if it is at rest, beautifully embodies the core values of serenity and peacefulness, perfectly aligning with the brand's mission to promote inner calm. The trapezoidal 'door' motif is a clever representation of the journey to serenity, reinforcing the transformative aspect of the brand. The gradient colors effectively highlight the unique qualities of each product, enhancing the brand's aesthetic appeal while symbolizing the healthy changes Serene encourages in women's daily lives. The brand successfully conveys a message of balance and vibrancy, resonating deeply with its target audience of women in their 30s and 40s.

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