UNBELIEBUBBLE LABO-H X CHILSUNG CIDER COLLABORATION
Summary
We worked on product design, merchandise development, and communication content production for the LABO-H X Chilsung Cider collaboration project.
As a concept that fundamentally solves scalp problems through shampoo and tonic products with cooling function, We aimed to deliver a
differentiated value experience to consumers by utilizing the recognition and popularity of Chilsung Cider, a national brand, and the
image of clean freshness and cool carbonation, and using keywords such as clean, refreshing, sparkle, and active.
CONCEPT
– Cooling Shampoo
The scalp cooling shampoo has a formula that evokes the refreshing bubbles of a carbonated drink.
To intuitively express this, the package design directly incorporates elements of the iconic Chilsung
Cider bottle into the LABO-H container. We adjusted the signature LABO-H green to a brighter, lighter shade to
create a cool, summery feel. Product information was integrated into LABO-H’s signature measurement scale graphic.
– Cooling Tonic
The Cooling Tonic features a design that prominently uses the diagonal lines from the cider’s packaging.
Its overall silver color scheme was chosen to convey the functional benefit of cooling down the scalp.
The tonic was intentionally designed to look different from the shampoo; together, the two products
showcase the diverse visual language of Chilsung Cider, offering a fun and engaging experience for consumers.
GRAPHIC MOTIVE
To reinforce the cider concept and add a rich layer of fun, we created conceptual graphics actively utilizing shapes like stars,
bottle openers, and bottle caps. We also developed graphics that playfully visualize the fizz of carbonation and the Korean
slang phrase “what a cider!”, which is used to describe a completely refreshing or satisfying situation.
GRAPHIC MOTIVE
To reinforce the cider concept and add a rich layer of fun, we created conceptual graphics actively utilizing shapes like stars,
bottle openers, and bottle caps. We also developed graphics that playfully visualize the fizz of carbonation and the Korean
slang phrase “what a cider!”, which is used to describe a completely refreshing or satisfying situation.
KEY VISUAL
Our main key visual actively visualizes the unique physical properties of cider, focusing on the carbonated bubbles and a sense of lively rhythm.
The project’s goal was to strengthen the shared attributes of both brands—exhilarating refreshment and a cool, clean image. This graphic
reinforces the collaboration between two brands that solve “frustrating” situations in their respective fields, highlighting their shared
values. The visual features 3D graphics of bubbles, bold typography for high contrast, and unconventional compositions like exaggerated
low-angle shots to create a trendy mood.
Under the slogan “The Amazing Meeting of LABO-H and Chilsung Cider,” we developed a typographic design asset around the keyword “UNBELIEBUBBLE.”
This graphic applies the rhythmic, distorting effect of rippling bubbles to the letters of the slogan. To ensure versatility, we created a
complete design system with variations in length that could be used flexibly across different assets.
VIDEO
Instead of a narrative-driven story, we produced two conceptual 3D graphic videos focused on the cool feeling of carbonation.
As LABO-H is a brand born from the “scalp laboratory” concept, the first video begins in a technical, lab-like setting and shows
the product refreshing a “stuffy,” clogged scalp (metaphorically represented by a sweet potato). The second video is a dynamic
motion graphic of the collaboration slogan, “Unbeliebubble LABO.H-Chil,” where the 3D typography swirls and moves rapidly. We
added a rich layer of crisp, bubbling sound effects to match the motion, effectively conveying the cool, refreshing mood of the collaboration.
PACKAGE
We set fluorescent green as a sub-color, applying it to both the visuals and packaging.
The sensation of fizzing carbonation was expressed through gradients and circular graphics.
The sensation of fizzing carbonation was expressed through gradients and circular graphics.
PHOTOGRAPHY
We planned and executed the product photography in-house,
utilizing creative techniques to express the cool and refreshing image of a carbonated drink.
utilizing creative techniques to express the cool and refreshing image of a carbonated drink.
COLLABORATION GOODS
We designed a line of collaboration merchandise that included a net bag, stickers, ‘firework’ cards, and shopping bags.
The net bag was designed with a minimalist size and a simple color palette to ensure versatility. For the stickers,
cards, and shopping bag, we actively incorporated the campaign’s key visuals, reinterpreting the theme of
carbonated bubbles through a variety of 2D and 3D graphics to create a vibrant experience.
LABO-H X CHILSUNG CIDER COLLABORATION POP-UP STORE
LABO.H | May 01, 2023
Summary
As part of the LABO-H x Chilsung Cider collaboration, we launched a pop-up store. The space was designed to intuitively
express the shared characteristics of both products by emphasizing three key elements: BUBBLE, COOL, and GREEN.
To create a unique, multi-sensory experience, we also played ASMR of the refreshing ‘cider shampoo’ throughout the space.
CONCEPT
CONCEPT
-BUBBLE & GREEN, COOL, ASMR
The pop-up celebrated the meeting of LABO-H and Chilsung Cider by creating an Instagrammable space that stimulated both sight and sound.
A large photo zone at the reception and a ‘bubble’ photo zone emphasized the two brands’ shared attributes of bubbles and the color
green, while ASMR played in the background. The main zone highlighted the “-9°C cooling effect” of the Cider Shampoo.
To maximize the refreshing experience, the merchandise shop was equipped with a Chilsung Cider vending machine and refrigerator.
Exterior view photo
– Reception:
A bubble wall installation conveyed the refreshing feeling of carbonation, offering a photo zone that felt like stepping inside a bottle of cider.
A bubble wall installation conveyed the refreshing feeling of carbonation, offering a photo zone that felt like stepping inside a bottle of cider.
– Cleansing Room:
A space where customers could learn how to use the LABO-H soda cooling shampoo and tonic and try them out firsthand.
A space where customers could learn how to use the LABO-H soda cooling shampoo and tonic and try them out firsthand.
The main pop-up space, designed with a “LABO-H Lab” concept, was the core of the experience.
Here, visitors could not only visually experience an immediate cooling sensation
via ASMR and dry ice machines but also learn about the products, understand the collaboration,
and participate in an event to win prizes from a gacha machine.
Here, visitors could not only visually experience an immediate cooling sensation
via ASMR and dry ice machines but also learn about the products, understand the collaboration,
and participate in an event to win prizes from a gacha machine.
A table-top experience zone was also set up where visitors could
observe the shampoo’s bubbles under a microscope and test its unique scent.
observe the shampoo’s bubbles under a microscope and test its unique scent.
CHILSUNG Goods Zone
- Amorepacific Creatives
- Product Design
- 김태은, 구혜원
- Space Design
- 고정수, 김혜원
- BM
- 이재원, 장은지
- 3D Motion
- KILLBO
- Graphic
- Tom & Nick
- Photography
- 이윤진
