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HERA Rouge Classy Communication Contents

헤라 루즈 클래시 립스틱 커뮤니케이션 컨텐츠 디자인
HERAJan 01, 2024
Summary
HERA, representing contemporary Seoul beauty, has launched a new Rouge Classy lipstick encapsulating the brand’s values. The signature color of Rouge Classy, ‘Seoul Red’ symbolizes the vibrant and dynamic nature of fast-changing Seoul and the look & attitude of Seoulistas. In order to let customers directly experience the story of this Seoul Red color and become the persona of HERA, an online/offline campaign was planned. To ensure that customers can encounter Seoul Red anywhere, a pop-up was opened at existing department store locations and Amore Seongsu in time with the product launch. The story of the product and Seoul Red was also communicated through the brand’s SNS account and other online channels. As the product is exposed to customers through various channels, it was necessary to maintain a consistent message and look with visual elements. Therefore, we developed typographic and graphic assets that unify the entire campaign. Additionally, to extend beyond the visual experience and to share an emotional one, customers were provided with graphic postcards upon visiting the store. Posters, videos, and motion graphics were also incorporated in-store. These contents serve as branding assets that connect online and offline channels, presenting Seoul Red’s story in an intuitive and impactful manner through repeated exposure. The goal was to leave a strong and lasting impression of Seoul Red in the customer’s memory.
HERA Rouge Classy Communication Contents 헤라 루즈 클래시 립스틱 커뮤니케이션 컨텐츠 디자인 24_28_02_00
HERA Rouge Classy Communication Contents 헤라 루즈 클래시 립스틱 커뮤니케이션 컨텐츠 디자인 mob_24_28_02_00_a
HERA Rouge Classy Communication Contents 헤라 루즈 클래시 립스틱 커뮤니케이션 컨텐츠 디자인 mob_24_28_02_00_b
Typography
The logo embodies the new attitude of Rouge Classy—both refined and provocative. While maintaining the same texture as HERA’s primary logo, the letter proportions and subtle curve details were refined to create a more classic impression. This captures the brand’s sophisticated yet modern sensibility, while expressing the distinctive character unique to Rouge Classy.
  • HERA Rouge Classy Communication Contents 헤라 루즈 클래시 립스틱 커뮤니케이션 컨텐츠 디자인 24_28_02_01_sld_00
  • HERA Rouge Classy Communication Contents 헤라 루즈 클래시 립스틱 커뮤니케이션 컨텐츠 디자인 24_28_02_01_sld_01
  • HERA Rouge Classy Communication Contents 헤라 루즈 클래시 립스틱 커뮤니케이션 컨텐츠 디자인 24_28_02_01_sld_02
HERA Rouge Classy Communication Contents 헤라 루즈 클래시 립스틱 커뮤니케이션 컨텐츠 디자인 mob_24_28_02_01
HERA Rouge Classy Communication Contents 헤라 루즈 클래시 립스틱 커뮤니케이션 컨텐츠 디자인 mob_24_28_02_grid_00 HERA Rouge Classy Communication Contents 헤라 루즈 클래시 립스틱 커뮤니케이션 컨텐츠 디자인 mob_24_28_02_grid_01 HERA Rouge Classy Communication Contents 헤라 루즈 클래시 립스틱 커뮤니케이션 컨텐츠 디자인 mob_24_28_02_grid_02
HERA Rouge Classy Communication Contents 헤라 루즈 클래시 립스틱 커뮤니케이션 컨텐츠 디자인 mob_24_28_02_grid_03 HERA Rouge Classy Communication Contents 헤라 루즈 클래시 립스틱 커뮤니케이션 컨텐츠 디자인 mob_24_28_02_grid_04 HERA Rouge Classy Communication Contents 헤라 루즈 클래시 립스틱 커뮤니케이션 컨텐츠 디자인 mob_24_28_02_grid_05
HERA Rouge Classy Communication Contents 헤라 루즈 클래시 립스틱 커뮤니케이션 컨텐츠 디자인 mob_24_28_02_grid_06 HERA Rouge Classy Communication Contents 헤라 루즈 클래시 립스틱 커뮤니케이션 컨텐츠 디자인 mob_24_28_02_grid_07 HERA Rouge Classy Communication Contents 헤라 루즈 클래시 립스틱 커뮤니케이션 컨텐츠 디자인 mob_24_28_02_grid_08
Graphic Asset
The graphic motif was developed under the concept of **“Red on Red.”** It represents Rouge Classy’s signature **Seoul Red**, created by layering multiple shades of red to achieve a deeper tone. The frame, resembling bold lipstick strokes, was designed as a flexible graphic system—allowing either the Seoul Red color itself or various images of Seoul to be placed within it. The accompanying postcards were produced using this graphic system, capturing dynamic and poetic scenes of Seoul layered over Rouge Classy’s signature elements, integrating the brand’s identity with the spirit of the city.
HERA Rouge Classy Communication Contents 헤라 루즈 클래시 립스틱 커뮤니케이션 컨텐츠 디자인 24_28_02_02_da3_00
HERA Rouge Classy Communication Contents 헤라 루즈 클래시 립스틱 커뮤니케이션 컨텐츠 디자인 24_28_02_02_da3_01
HERA Rouge Classy Communication Contents 헤라 루즈 클래시 립스틱 커뮤니케이션 컨텐츠 디자인 24_28_02_02_da3_02
  • HERA Rouge Classy Communication Contents 헤라 루즈 클래시 립스틱 커뮤니케이션 컨텐츠 디자인 24_28_02_02_da3_00
  • HERA Rouge Classy Communication Contents 헤라 루즈 클래시 립스틱 커뮤니케이션 컨텐츠 디자인 24_28_02_02_da3_01
  • HERA Rouge Classy Communication Contents 헤라 루즈 클래시 립스틱 커뮤니케이션 컨텐츠 디자인 24_28_02_02_da3_02
  • HERA Rouge Classy Communication Contents 헤라 루즈 클래시 립스틱 커뮤니케이션 컨텐츠 디자인 24_28_02_02_da3_03
Motion Graphics
We also created simple yet striking motion graphics that emphasize Rouge Classy’s spatial identity and the Seoul Red color through storytelling.

Rouge Classy with Seoul Red (Left): The Rouge Classy logo and various scenes of downtown Seoul, filtered in Seoul Red, are arranged in a layered and sequential composition that connects the essence of the city with the identity of “Rouge Classy.”
Red on Seoul (Right): Dynamic, fast-moving imagery of Seoul forms the backdrop as the Rouge Classy logo gradually transforms into a deep red hue. This simple yet powerful visual expression conveys the story behind the campaign’s signature color, **[Seoul Red].**
Film & Sound
Through a blend of photography, video, and sound, we sought to portray the ever-evolving daily life of Seoul, harmonized with HERA Rouge Classy’s **Seoul Red.** By weaving together the diverse images and media of Seoul—each with its own texture—under a unified theme of HERA’s Seoul Red, we created a cohesive narrative titled **[NOW, HERE, MY SELF].** The characters and imagery in the video reflect our own experiences of moving fluidly between the real world, digital media, and the physical spaces of Seoul as perceived through the brand’s lens. Everyday scenes of Seoul, familiar yet fleeting, were captured through photography and video, transforming ordinary moments into extraordinary ones through HERA’s perspective. The layered sounds of real locations, traditional instruments, and contemporary electronic tones enrich the rhythm of the video, amplifying its emotional depth and resonance. In doing so, we invite today’s Seoulites—our customers—to experience their daily lives colored by HERA Rouge Classy’s **Seoul Red**, and to become the true embodiment of HERA through a story that seamlessly connects with their own.
HERA Rouge Classy Communication Contents 헤라 루즈 클래시 립스틱 커뮤니케이션 컨텐츠 디자인 24_28_02_06_da2_00
HERA Rouge Classy Communication Contents 헤라 루즈 클래시 립스틱 커뮤니케이션 컨텐츠 디자인 24_28_02_06_da2_01
  • HERA Rouge Classy Communication Contents 헤라 루즈 클래시 립스틱 커뮤니케이션 컨텐츠 디자인 24_28_02_06_da2_00
  • HERA Rouge Classy Communication Contents 헤라 루즈 클래시 립스틱 커뮤니케이션 컨텐츠 디자인 24_28_02_06_da2_01
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HERA Rouge Classy Communication Contents 헤라 루즈 클래시 립스틱 커뮤니케이션 컨텐츠 디자인 24_28_02_sign_set
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