Ryo Heug-Yoon Saeng-gi is a line that provides customized solutions based on hair loss symptoms. It consists of four lines: Extreme Damage & Nutrition, Volume & Root Strengthening, Deep Cleansing & Cooling, and Sensitive & Mild, so that customers can choose the right product to care for their hair depending on the type of problem they want to solve. In this AD, the colors associated with each problem were applied to each line, but the saturation and transparency were adjusted to stand out in a shelf environment with many products, and a grid system was applied to highlight the functional aspects.
A key differentiator of this renewal is the product’s dual benefit: offering targeted care for specific issues while
providing a core function of alleviating hair loss symptoms. To communicate this efficacy, the design features a
sharp, clean-lined bottle shape and precise label graphics. We utilized a grid system reminiscent of a prescription
for the label, creating a strong visual link to Ryo’s professional ‘Rootgen’ line. We also introduced the new Ryo logo
in a lockup with the brand’s traditional seal and English wordmark, ensuring easy recognition for existing customers.
For the online product detail pages, we extended the packaging’s grid system into the core visual concept to
effectively communicate the product’s functional benefits and new design. We created transparent acrylic panels
in the four product-line colors and arranged them within this grid structure.
In each visual, the featured product’s color was given a larger proportion, making it the clear focal point.
To provide a fresh visual experience on the detail pages, we focused on capturing artistic shots of the raw ingredients.
Rather than showing them in their natural state, we processed them to create a more refined and abstract aesthetic.
This was achieved using various photographic techniques, including applying soft blur effects,
shooting ingredients underwater with effervescent bubbles, and using extreme macro shots with tight cropping.
To intuitively communicate the product’s efficacy, we created visuals using laboratory equipment.
We mixed liquids matching each product’s signature color and filled them into various pieces of lab glassware,
which were selected for their sculptural qualities. To create a mysterious, sophisticated atmosphere, we also placed
custom acrylic props between the products and the lab equipment, helping to frame and highlight the product in each shot.
