Amore mall gift | branding design
Summary
Amore Mall opened a gift service in January 24 with the aim of strengthening the competitiveness of its mall and attracting new customers.
To differentiate it from other companies’ gift-giving services, the company’s flagship brands, Hera and Sulwhasoo, are offering premium and luxurious gift-wrapping services through their own brand-wrapping services. As customer interest increased, the number of VOCs of customers purchasing other brands increased, and through the concerns of the Amore Mall manager, we planned the Amore Mall’s own gift-giving project. It is not limited to simply gift-wrapping design, but we would like to expand the package/detail page/Instagram content to the Amore Mall gift-wrapping project.
To differentiate it from other companies’ gift-giving services, the company’s flagship brands, Hera and Sulwhasoo, are offering premium and luxurious gift-wrapping services through their own brand-wrapping services. As customer interest increased, the number of VOCs of customers purchasing other brands increased, and through the concerns of the Amore Mall manager, we planned the Amore Mall’s own gift-giving project. It is not limited to simply gift-wrapping design, but we would like to expand the package/detail page/Instagram content to the Amore Mall gift-wrapping project.
Concept
While exploring various phrases related to gifts, the sentence “Gifts that speak the language of love” stood out.
It inspired the idea that gifts themselves are a language of love—conveying gratitude, celebration, and comfort to the recipient.
Embracing this concept, we chose the heart shape—a universal symbol of love—as the motif for the logo.
Gift Logo
We developed a unique gift symbol for Amore Mall by combining a heart—symbolizing love—with the letter “A” from Amore Mall, creating a symbol that conveys love.
This gift symbol and its accompanying wordmark are named “Amore Mall Gift” and are delivered together as a unified identity.
Graphic Design
Four graphic elements that can be formed into heart shapes were created and linked to the four values Amore Gift conveys to customers—love, trust, joy, and comfort—forming the foundation of Amore Gift’s unique graphic language.
Starting from a heart, this graphic element was designed to visually express the concept of love spreading and growing, with the intention of conveying heartfelt emotions.
This motif can be applied across various online and offline touchpoints where customers interact with the brand.
Package Design Variation
Since Amore Gifting service products cannot be shipped together, we prioritized compact packaging suitable for one or two items, such as single products or add-ons.
For future expansion of the gifting service, we designed >set packaging boxes<, >shopping bags<, and >ribbons<—creating variations while maintaining a consistent Amore Gift packaging identity.
Instagram & Product Detail Page
We will expand the four graphic elements of Amore Gift—Value, Love, Trust, Joy, and Comfort—into various patterns to enhance the visual appeal of screens for “Product of the Month” or promotional items, creating a mood that conveys the joy and delight of gift-giving.
Next Steps
We have completed the CP project for the Amore Mall Gift logo, graphics, and package design, and are planning to collaborate with the Amore Mall team to finalize the Amore Gift Branding Project by September 2024, targeting the Chuseok and Aspefe events.
We will develop packaging designs for immediate implementation and expand the scope to include detailed pages and Instagram content, completing the unique identity of Amore Mall Gift Giving.
- Amorepacific Creatives
- Design
- 한지선
