이 프로젝트는 아모레퍼시픽 크리에이티브 센터의 선행디자인 프로그램인 Creative Partners 를 통해 제안한 아이디어에서 시작되었습니다.
바이탈뷰티X삼성 VITA iD 카드 콜라보
AMOREPACIFICMar 01, 2023
Background
With the decrease in outdoor activities during the COVID-19 pandemic, the need for proactive health management increased, giving rise to a new trend: ‘Healthy Pleasure.’
‘Healthy Pleasure’ means managing one’s health in an enjoyable way. While past approaches were often about restriction and sacrifice, this new trend focuses on adding
enjoyment to create ‘sustainable health management.’ It encompasses not only diet and exercise but also sleep and mental well-being, shifting the cultural focus from ‘treatment’ to ‘prevention.’
In response to this trend, we proposed a kit designed specifically for the ‘Healthy Pleasure’ lifestyle.
Project Goal
Our initial goal was to move beyond the momentary, singular experiences offered by many of our products. We aimed to expand the concept into a complete routine by
providing a kit that could become part of a customer’s daily—or even longer-term—wellness journey. We selected VITALBEAUTIE as the ideal brand for this, as its
products are designed to be part of a daily regimen, which allows for story expansion over time. Our plan was to test this new concept within the KakaoTalk ‘Gifting’
channel to gauge market response and feasibility.
Subsequently, this concept and its designs were adapted for the VITALBEAUTIE x Samsung Card collaboration kit offered on Amore Mall. The design was further developed
during this process to ensure a harmonious balance between the two collaborating brands.
Process
Collaboration with VITALBEAUTIE, Samsung Card, & Amore Mall >
Realization as ‘VITALBEAUTIE x Samsung Card Kit’ on Amore Mall > Scheduled for May Launch.
Design Concept
We defined the kit’s concept as ‘The Journey of Wellness,’ which signifies the journey from an
initial health challenge, to building a cycle, to achieving a happy and healthy life sustained by that routine.
To convey a mood of positive, lasting energy, we used soft typography and organic, free-form graphics.
A graphic representation of the daily intake routine was included with the key messaging to encourage
the purchase of other kits. The main color was kept consistent across the front of all kits to create
a unified look, while the signature colors of the individual VITALBEAUTIE products were used as accents
in the typography and on the side panels.
VITAL BEATIE X SAMSUNGCARD KIT
The Kakao Gifting kit, originally based on the ‘The Journey of Wellness’ concept, was adapted through the collaboration with
the brand team and Amore Mall for the ‘My Wellness Routine’ kit with Samsung Card. Evolving from the softer, more lyrical
mood of the initial design, the final output featured a sans-serif font and a more vibrant color palette to convey a
feeling of energetic health, successfully completing the project.
