이 프로젝트는 아모레퍼시픽 크리에이티브 센터의 선행디자인 프로그램인 Creative Partners 를 통해 제안한 아이디어에서 시작되었습니다.
ENJOY GREENER LOVE
아모레 성수 친환경 선물문화 프로젝트 제안
AMOREPACIFICMay 12, 2023
Background
The Essence of Gift-Giving: Conveying Heartfelt Sentiments
Excessively packaged gifts, designed for a fleeting moment of joy, often become significant waste and contribute to environmental problems. But isn’t the true essence of gift-giving about conveying our hearts to one another?
“What can we do to preserve the Earth’s beauty while also conveying these beautiful sentiments?”
From this starting point, we decided to create a line of eco-friendly gifts that would minimize environmental harm and allow people to share the culture of gift-giving in a more beautiful, sustainable way.
Discarded packaging waste
Environmental pollution caused by palm oil
Background
The Essence of Gift-Giving: Conveying Heartfelt Sentiments
Excessively packaged gifts, designed for a fleeting moment of joy, often become significant waste and contribute to environmental problems. But isn’t the true essence of gift-giving about conveying our hearts to one another?
“What can we do to preserve the Earth’s beauty while also conveying these beautiful sentiments?”
From this starting point, we decided to create a line of eco-friendly gifts that would minimize environmental harm and allow people to share the culture of gift-giving in a more beautiful, sustainable way.
Discarded packaging waste
Environmental pollution caused by palm oil
‘ENJOY GREENER LOVE’
We considered what message we wanted to send about the culture of gift-giving, and landed on two main purposes: to encourage ‘consideration for the environment’ and to enable the ‘conveying of heartfelt feelings.’ To encompass both, we chose ‘ENJOY GREENER LOVE’ as our key message, with the meaning of sharing a greener, more beautiful love.
Our strategy was to create a ‘seasonal exclusive gift proposal for special occasions.’ We looked for a season where we could offer not just eco-friendly packaging, but eco-friendly products as well, and chose Valentine’s Day as our starting point. To promote these exclusive products, we planned a seasonal pop-up at our Amore Seongsu space, a location that already strongly showcases Amorepacific’s environmental message.
Product Selection – AP SCENTED SOAP
From our wide range of products, we chose to focus on soap, as it embodies multiple eco-friendly values: it can be plastic-free, uses less-waste packaging, and minimizes water pollution. We formulated the ‘AP SCENTED SOAP’ using natural ingredients that are good for both the skin and the environment—such as coffee grounds, heartleaf, and mugwort—and paired each with a complementary Amorepacific fragrance.
SCENT SYSTEM
But is being eco-friendly enough to make a soap a desirable gift? We considered how to add more charm to a gift that is meant to convey heartfelt emotion. We decided to create a story that connects the soap’s fragrance to the feeling one wishes to give the recipient. For the launch, we selected three scents appropriate for the season and gave them concept names that evoke different facets of love, such as ‘Excitement,’ ‘Respect,’ and ‘Hope.’
PACKAGE
Our primary goal for the paper material was to minimize environmental pollution. We chose CRUSH, an uncoated paper stock that fit our requirements perfectly. Recognizing that not all paper is equally sustainable, we specifically selected this eco-friendly, FSC-certified paper because it is made from food byproducts and recycled pulp, and its manufacturing process uses 100% green energy. To further enhance its recyclability, the packaging was designed using a glue-free assembly method.
MAIN GRAPHIC
To communicate the seasonal message, we chose a direct approach, using a handwritten-style font for the key message placed above the product name. Amorepacific’s corporate APHQ font was used as the base typeface to maintain brand identity. The heart graphic was chosen not only as a symbol of the Valentine’s season but also to create a direct link to the signature heart symbol of our Amore Seongsu space. A red accent color was used to further underscore the Valentine’s Day theme.
GIFT PACKAGE
SOAP PACKAGE – TYPE A
SOAP PACKAGE – TYPE B
THINK OF SOMEONE IN YOUR MIND !
To go beyond simply delivering a product, we developed a ‘scent matching system’ designed to convey the giver’s true feelings for the recipient. The system guides the gift-giver through a short survey about the person they are gifting to. Based on their answers, it recommends the scent that best fits the intended sentiment, allowing the recipient to receive not just a soap, but also the story and emotion behind the choice.
The User Experience Flow:
01. Scan a QR code at the pop-up to launch the web-based app.
02. Begin the survey, prompted by the message, “Think of the person in your heart.”
03. Select answers to a series of questions that best describe the recipient or your feelings toward them.
04. Receive a personalized results page displaying the matched fragrance name, the emotion it represents, and other scent information, with options to share on social media or print out on-site.
05. Show the results page at the pop-up counter to purchase the recommended scented soap.
THINK OF SOMEONE IN YOUR MIND !
To go beyond simply delivering a product, we developed a ‘scent matching system’ designed to convey the giver’s true feelings for the recipient. The system guides the gift-giver through a short survey about the person they are gifting to. Based on their answers, it recommends the scent that best fits the intended sentiment, allowing the recipient to receive not just a soap, but also the story and emotion behind the choice.
01.02.03.
04.
01. Scan a QR code at the pop-up to launch the web-based app.
02. Begin the survey, prompted by the message, “Think of the person in your heart.”
03. Select answers to a series of questions that best describe the recipient or your feelings toward them.
04. Receive a personalized results page displaying the matched fragrance name, the emotion it represents, and other scent information, with options to share on social media or print out on-site.
05. Show the results page at the pop-up counter to purchase the recommended scented soap.
