This project is a B.I (Brand Identity) design renewal for Amore Counselor.
In addition to the traditional model of door-to-door sales—where counselors personally visit customers to promote and sell products—the
renewal was undertaken to boost productivity and attract younger generations through digital-based counseling.
The goal was to develop a design that could be applied consistently across various digital platforms, while conveying a refined and modern
sensibility that resonates with the 2030 generation. This was all grounded in the core values of trust and empathy, which have long defined Amore Counselor.
Concept
The key challenge was to develop a symbol design that harmonizes with the APHQ font, which reflects the company’s corporate
identity (C.I.). Rather than opting for a bold style, the focus was on creating a lightweight, simple, yet visually striking design.
The images show various attempts to test how the existing symbol could be integrated and balanced with the APHQ font.
Additionally, prior to the renewal, the Amore Counselor B.I featured various designs without a unified guideline, leading
to significant inconsistencies—especially across online platforms.
The updated B.I now provides a consistent identity by unifying profile visuals across all online channels.
In 2022, Amorepacific’s direct sales division was renamed the “New Commerce” division. We support this new transformation and hope that,
alongside the renewed B.I, the role of Amore Counselors will expand and become firmly established.
