RYO, the brand that helps you find your true beauty through unwavering Root Care that starts from the strong ‘roots’,
has launched a new line. It aims to present a new paradigm of hair loss shampoo with the concentration of RYO’s unique gender-specific hair root & hair loss care technology.
Concept
The English ‘RYO’ logo uses a unique font where the curve of the ‘R’ evokes the beauty and elasticity of healthy hair,
expressing our confidence as a hair loss solutions brand. The traditional Hanja (Chinese character) logo for Ryo (呂) has also been
reinterpreted with a thinner stroke weight for a simpler, more modern feel. The label’s grid layout and horizontal line texture are
meant to symbolize a custom prescription, reflecting the efficacy of our ‘ASIAN PHYTO SCIENCE.’
By selecting Go Yoon-jung as the model for the new Root:Gen line, our goal was to signal the brand’s transformation into a younger,
trendier identity. We made the bold move of abandoning the brand’s signature deep purple, selecting a vibrant green as the new
key color to completely shift the image previously associated with RYO.
The Root:Gen line is a gender-specific range launched with four SKUs: women’s shampoo, women’s treatment, men’s
shampoo, and a hair essence. Its anti-hair loss function is enhanced by RYO’s proprietary ROOT:GEN™ technology.
Furthermore, the traditional ginseng fragrance has been completely reimagined, using a blend of five herbal
ingredients to create a fresh, new scent.
visual concept
The photography was directed to create a visual identity that felt functional yet not overly serious. The
concept was to emphasize the product through composition without literal representations of ingredients,
using a warm, green-toned mood to evoke the product’s natural scent and feel. We also included GIF images
of hair being shampooed to add a sense of vitality. The prescription-like grid element was applied to
ingredient shots as well, creating a look that is functional, graphic, and clean.
RYO ROOT:GEN PERFUME LINE
product concept
For this line, we aimed to express the functional benefits of ‘Root:Gen’ while maintaining the ‘perfume’ mood of
the existing RYO line. While the original Root:Gen uses a grid to emphasize functionality, the Perfume Line uses
only horizontal lines, leaving ample negative space to evoke an emotional, lingering feeling. We used a stable,
reassuring brown for the container and created a premium look by expressing each fragrance’s unique color in a calm tone with a glossy finish.
Concept
The RYO English logo, pattern, and Hanja symbol were rearranged from elements found in the main Root:Gen line to create a sense of unity.
The front layout, composed solely of horizontal lines, is the key element for conveying the emotive, scent-focused story of the Perfume Line.
visual concept
The visuals for each scent utilize the diverse raw ingredients within the formula as artistic objects. Rather than
showing the ingredients literally, we used blurred colors and compositions to create an emotive mood. We also
created GIF images to evoke the sense of a fragrance carried on a gentle breeze, maximizing the product’s conceptual
appeal. The overall tone was kept calm and refined to reflect the emotional character of the Perfume Line.
