New Brand Launching Project : SIENU

아모레퍼시픽 시예누 론칭 프로젝트

AMOREPACIFICMar 01, 2020

Please introduce yourself and describe your role and responsibilities in the Sienu launch project.

My name is Reu Ju Young, a video designer on the Amorepacific Corporate Design Team. For the Sienu launch project, I directed the technical and efficacy videos used in the SNS digital viral film.

What aspects of the video were you responsible for in the Sienu launch project?

The New Brand Planning Team requested an SNS video that would effectively highlight Sienu’s technology and product efficacy. We produced a 3D motion graphics video that incorporated the brand identity of Sienu.

The innovative ingredients of Sienu—Epiactive™, geminoids, and peptides—were expressed as 3D objects.

To visually represent the diamond components of the serum, we created a scene where gemstone-like objects transform into diamond particles and then into water droplets, emphasizing the aesthetic beauty of the transformation. The color of the water droplets was inspired by the translucent hues of opals, enhancing the visual impact of the water’s movement.

What was the most important consideration in expressing Sienu’s identity?

Drawing inspiration from the idea of visualizing Sienu’s ingredients as jewels, we portrayed the core technology—a combination of the latest bio-based raw materials—as gemstones. We were especially mindful of incorporating jewel-like elements throughout the design.

The storyboard was revised multiple times to complete a refined video.

It must have been difficult to find references since this approach isn’t commonly used.

I searched extensively for videos that expressed water droplets and jewels in 3D graphics. I also studied actual photos of crystals and diamonds. As I reviewed various references, I directed the team to accurately express the shape, cut surfaces, and light refraction of the gemstones in the video.

What brand values do you hope customers will feel when watching the Sienu brand video?

I hope they’ll sense the youthful luxury and technological sophistication that Sienu aims to convey.

What personal or professional achievements do you think you gained from this project?

It was a meaningful experience to explore various methods and approaches to achieve the desired visual outcome in 3D motion graphics.

We expressed Sienu’s technology and efficacy through 3D motion graphics to complete a digital viral film.

What projects or goals would you like to pursue in the future?

I’d like to create videos that communicate a brand’s mood and identity in more diverse ways by combining 3D and 2D motion graphics.

A high-end skincare brand inspired by explorers who sought anti-aging solutions for royal families throughout Asian history. The brand uses rare plants from traditional botanical gardens and luxurious gemstones discovered by adventurers as key ingredients.

Sienu Launch Project

Amorepacific’s 70 years of research and development have culminated in Epiactive Technology™, which safely delivers essential anti-aging benefits to the skin—creating a timeless complexion that embodies the pinnacle of art. Targeting the Chinese market, the first store has opened at Lotte Duty Free, establishing an offline connection with customers.

Design Key Points

The treasure map essential for exploration, the mysterious flora, fauna, and landscapes encountered along the journey, the unknown world finally reached, and the precious gems discovered there—Sienu distinguishes itself with a consistent concept of “the explorer’s journey.” Targeting young luxury customers in China, the brand presents a refined yet opulent beauty through its signature navy and gold color palette. At the heart of the Sienu identity is the motif of “jewels,” which is seamlessly woven into every element of the brand, from products and videos to VMD and spatial design.