이 프로젝트는 아모레퍼시픽 크리에이티브 센터의 선행디자인 프로그램인 Creative Partners 를 통해 제안한 아이디어에서 시작되었습니다.
OASIS IDENTITY DESIGN
오아시스 아이덴티티 디자인
AMOREPACIFICMay 01, 2023
Summary
We undertook a project to establish a new visual system for ‘Oasis,’ an archival space for innovative product development located on the 6th floor, 3rd core of our headquarters.
Although the space housed a wealth of valuable materials, a mix of disparate visual elements made it difficult for visitors to easily access information.
Our goal was twofold. First, based on a newly developed ‘Oasis’ storyline, we established clear visual guidelines to convey the vast amount of information more efficiently.
Second, through a character refresh, we aimed to foster a sense of connection and familiarity with Amorepacific employees, making the space more comfortable and inviting.
We anticipate that this new system will provide a scalable and consistent foundation, making it easy for the rotating teams of Oasis designers to maintain and expand upon the design over time.
Story
The Cactus’s
Desert Adventure
A cactus, searching for treasure with a map in hand, drifts across the ocean and arrives in an unknown desert.
After wandering through the chaotic landscape, it discovers an oasis—a perfect resting place. There, it recovers from its long journey and begins to gather all sorts of information.
Every time our cactus has a brilliant idea, it blooms a vibrant flower. But in its excitement and haste, it unknowingly drops the flower and moves on.
Thanks to these forgotten ideas, the oasis village begins to bloom, growing ever more comfortable and beautiful.
Strategy Direction
Our strategic definition of ‘Oasis’ is this: Just as digging in a desert can reveal a life-giving spring of water,
‘Oasis’ is the place where our teams dig for inspiration,
a source for the innovative ideas needed for product development.
From the keywords “Digging in the Desert + Water Emerges + Idea Discovery,” we created a narrative around the “joy of discovery.”
In this story, the Oasis is positioned as an unknown sanctuary, a place of rest and inspiration. The cactus represents the
Amorepacific employees who bring products to life, and the vibrant flowers it blooms symbolize their brilliant ideas and flashes of inspiration.
Based on this narrative, the design for Oasis reflects its dual role as both a hub for beauty information and a source of creative inspiration.
It is guided by the core values of being functional, innovative, bright, and open.
Considering the physical space’s function as an archive for many different products, we chose a primarily monochromatic color scheme
to create a calm and focused environment. In contrast, for online communication with Amorepacific employees, we utilize a palette
of high-saturation colors to encourage vibrant and active interaction.
Across all online and offline Oasis touchpoints, Amorepacific’s corporate typeface, APHQ, is used as the primary font for headlines and key messages.
For document work and body copy where readability is paramount, particularly in Korean, the Pretendard font is used.
Symbol Design
Blooming with Oasis Spring Water
Beautiful flowers
We chose a logo system that combines a symbol and text to clearly communicate the purpose of the ‘Oasis’ space, prominently featuring the distinctive letter ‘A’
drawn from ‘Amorepacific,’ ‘ABC Spirit,’ and our ‘A more Beautiful World’ vision. The symbol itself visually evokes a blooming cactus flower. Its construction
from the repeated ‘A’ character represents the many Amorepacific employees who visit, contribute to, and draw inspiration from this collaborative space.
Symbol Design
Blooming with Oasis Spring Water
Beautiful flowers
We chose a logo system that combines a symbol and text to clearly communicate the purpose of the ‘Oasis’ space, prominently featuring the distinctive letter ‘A’
drawn from ‘Amorepacific,’ ‘ABC Spirit,’ and our ‘A more Beautiful World’ vision. The symbol itself visually evokes a blooming cactus flower. Its construction
from the repeated ‘A’ character represents the many Amorepacific employees who visit, contribute to, and draw inspiration from this collaborative space.
Graphic Patter
The cactus’s
treasure map
We developed a set of graphic patterns inspired by elements from our story: the glint of sand in the hot desert sun, the ripples of water in the oasis,
and the tracks left by the busy cactus. These patterns are designed to be used in documents introducing new technologies and can be flexibly combined to suit various layouts and proportions.
Graphic Patter
The cactus’s
treasure map
We developed a set of graphic patterns inspired by elements from our story: the glint of sand in the hot desert sun, the ripples of water in the oasis,
and the tracks left by the busy cactus. These patterns are designed to be used in documents introducing new technologies and can be flexibly combined to suit various layouts and proportions.
We also applied a layout system that divides the page into sections using the diagonal lines from our logo.
This design is intended to reflect the architectural characteristics of the Oasis’s physical location on the 6th floor, in the 3rd core of the building.
Character Design
AP People’s
Office life-inspired
cactus character
We developed the character design for the “CACTUS CLUB,” an internal product review panel within Oasis.
Recognizing the powerful role characters play in strengthening a brand, we aimed to create one that would
deeply resonate with our employees. We developed the character’s story using a youthful, contemporary art style.
To enhance relatability, we focused on depicting realistic situations and honest expressions.
The overall personality was defined by reflecting the dual nature of a cactus: altruistic (as it beautifies the Oasis) and sharp (prickly and focused).
Character Sketch
Before beginning to sketch, we extracted five key themes from the ‘Oasis’ storyline that resonate with the real-life product development process of
Amorepacific employees. To bridge the connection between our employees and the character, we mapped the cactus’s emotional journey to the shared
feelings experienced during product development. Based on this, and with practical application in mind, we decided to design a total of six
key character poses.
Character Motion Design
To make the character more engaging and dynamic, we developed several key animations. These include a “rushing toward a new beginning” motion,
an “overwhelmed and about to explode” motion for moments of stress, and a “searching” motion where the eyes dart around with passionate curiosity.
