2023 ODYSSEY Classic Design Advance
Summary
We redesigned the classic line design for Odyssey, a men’s skincare brand that launched in 1996 with the slogan, “A Fragrance for Masculinity,”
and has a long-standing scent heritage. We refined the design with a contemporary flair to revitalize the brand and make it more efficient.
We unified the containers of the two lines, which had been separated into Black and Romantic, to add operational efficiency and unify the
design language. The new design inherited the existing features to make it easier for existing customers to recognize the products,
but also took into account the price positioning of each line.
Direction
The goal of the Odyssey Classic renewal project was to revitalize the brand by infusing the ‘Black’ and ‘Romantic’ product lines with a modern feel, thereby enhancing their appeal.
The Odyssey Classic products have long been designed with a ‘sail’ motif derived from the brand’s ‘voyage’ narrative.
This iconic shape has been maintained through numerous updates since its launch, leaving a powerful impression on customers.
Given the line’s enduring popularity, our approach was to honor the design heritage communicated by the products themselves.
We introduced subtle refinements to ensure the brand image remains contemporary while respecting its legacy.
“Honoring and carrying forward the brand’s
heritage,
while creating a design that connects
with contemporary customers.”
heritage,
while creating a design that connects
with contemporary customers.”
Under the Odyssey brand’s overarching concept of a “voyage,” the product designs for the Black and Romantic lines were created with a sail motif.
This distinctive shape, derived from the brand’s unique narrative, has been preserved through numerous renewals, creating a lasting brand impression.
To stay current, the packaging’s graphic layout has been periodically updated over the years.
In this latest renewal, we kept Odyssey’s unique bottle to carry forward the brand’s heritage and recognition.
We focused on redesigning the proportions and form of the cap—a key element that defines the bottle’s overall impression—to achieve a modern yet approachable aesthetic.
This redesign also resulted in a significant reduction in plastic for the cap and improved its recyclability.
01.
Cap Design
Cap Design
With the project’s focus narrowed to redesigning the cap, we researched shapes that would suit the product’s classic, concept-driven design.
To best express the brand’s ‘voyage’ narrative, we explored motifs from the nautical world—ports, bollards, yachts, and sails.
We also studied how to harmonize the bottle’s core concept with simple geometric forms that would blend seamlessly into our customers’ daily lives.
Through sketching, modeling, and creating mock-ups, we carefully evaluated the sculptural balance between the cap and bottle to find the optimal design.
Rather than overtly expressing a design concept, we chose a simple, modern, geometric form. This choice reflects the brand’s current direction:
to create skincare that integrates into a customer’s daily routine as part of their lifestyle. We found the most harmonious proportions for
this shape by carefully considering the height of the bottle and the length of the screw-neck. From a development standpoint, the stopper’s
locking tension was finely tuned to provide a premium feel during use. The new cap also significantly reduces plastic usage compared
to the previous version and improves recyclability. Furthermore, our use of PCR plastic for the inner cap demonstrates a commitment to environmental sustainability.
02.
Cap Finishing
Cap Finishing
Since the Odyssey Black and Romantic lines have different price points, we needed a way to differentiate them within the new, unified design language.
For the higher-priced Odyssey Black line, we applied a wood pattern inspired by premium interior materials.
The goal was not to express a rustic or natural feel, but rather to evoke a sophisticated persona and the refined materials they might choose.
This was achieved by applying a subtle pattern via transfer printing onto the smooth, injection-molded caps.
The final cap and pattern colors were selected after multiple rounds of testing.
03.
Graphic Layout
Graphic Layout
Since their initial launch, the front graphics for Odyssey Black and Romantic have seen subtle changes, evolving with the times.
In this renewal, we adjusted the text layout on the front of the product, carefully considering the hierarchy of the brand name, line name, and product type.
The previous graphic layouts were designed to fit the old proportions, where the cap and bottle had similar visual weight.
Different layouts and finishing techniques were used to create a premium feel and clearly separate the two lines.
With the new cap-to-bottle ratio creating a clear distinction between the two sections, we adjusted the size, position, and weight of the typography accordingly. As the lines were now integrated, we aligned their graphic layouts for a consistent look. The previous silver foil was replaced with a simple white print, giving the product a modern impression and ensuring clear visibility in both online and offline environments.
With the new cap-to-bottle ratio creating a clear distinction between the two sections, we adjusted the size, position, and weight of the typography accordingly. As the lines were now integrated, we aligned their graphic layouts for a consistent look. The previous silver foil was replaced with a simple white print, giving the product a modern impression and ensuring clear visibility in both online and offline environments.
04.
Set Package
Set Package
The gift set package features the same wood pattern as the cap to reinforce its premium positioning.
A bold placement of the brand logo gives it a younger, more sophisticated feel.
This dynamic new layout creates a fresh impression and serves a dual function: in offline retail, the box can be used as a temporary display stand, and in online settings, it works as a product backdrop.
- Amorepacific Creatives
- Product Design
- 김빛누리, 이성엽
- Photography
- 이윤진
- BM
- 안치민, 황인규
- Development
- 강성함, 권현준, 구희재
