We redesigned our corporate shopping bag to be flexible enough to accommodate a variety of uses, while still aligning with our company-wide ESG initiatives.
2011-2018
The corporate shopping bag was originally developed as part of the CI manual and intended solely for internal use.
However, as it began to be used more frequently in situations where the brand could not be explicitly identified, its usage expanded significantly.
With the continued growth of online channels, it has also become widely used in e-commerce.
The newly developed shopping bag is designed to be versatile enough to accommodate various uses while aligning with the company’s ESG policies.
Before moving forward with the design, the following key directions were established:
1. Adjust size and proportions
The original CI shopping bag was intended for internal corporate use, so its size was unsuitable for holding cosmetic products, and its proportions did not align with the image of a beauty brand.
2. Incorporate the latest CI manual
Remove elements that are rarely used and update the design in accordance with the latest CI guidelines.
3.Maintain the existing price range
4.Propose a shift to eco-friendly materials
Suggest transitioning to sustainable materials that reflect the company’s environmental values.
2018-2024
2018-2024
Before moving forward with the design, the following key directions were established:
1. Adjust size and proportions
The original CI shopping bag was intended for internal corporate use, so its size was unsuitable for holding cosmetic products, and its proportions did not align with the image of a beauty brand.
2. Incorporate the latest CI manual
Remove elements that are rarely used and update the design in accordance with the latest CI guidelines.
3.Maintain the existing price range
4.Propose a shift to eco-friendly materials
Suggest transitioning to sustainable materials that reflect the company’s environmental values.
Material
The first consideration was the type of paper to be used for the shopping bags.
At the Osan Logistics Center, more than 100 tons of waste paper are generated each month, including de-inked paper scraps, containers that once held raw materials or supplies, and used boxes.
After extensive research, we identified a manufacturer capable of producing recycled paper using this waste paper.
However, the waste paper could not simply be sent directly. The collected paper needed to be sorted and compressed into specific units before being delivered to the paper mill.
Fortunately, with the support of the Logistics Safety and Environment Team, we were able to safely transport the waste paper to the mill without any issues.
The paper produced through this process is labeled <Amorepacific Recycled Paper 175g FSC> and then sent to the printing company for production.
Design
In pursuing eco-friendliness, we focused on retaining only the essential elements and removing everything unnecessary.
Key components such as the company’s wordmark were preserved, while all other decorative elements were eliminated.
The wordmark was redesigned using the newly developed APHQ font in place of the previous version to convey a fresh and contemporary impression.
The printed area was minimized to emphasize the natural texture of the paper and to facilitate easier recycling.
Text
The text printed on the shopping bags was also reconsidered.
Since anyone using a shopping bag naturally opens it to place items inside, we positioned the phrase “Made from recycled paper” between the handles for better visibility.
Additional information related to the bag’s production was printed along the side, with the content carefully reviewed and approved by the Sustainability Center.
Size
Previously, we offered two sizes of shopping bags. However, to make them more versatile for different uses, we decided to introduce an additional size.
Referencing the sizes used at the existing Amore Store, we added a mini size suitable for small products such as lipsticks and cushions, bringing the total to three sizes.
The process of creating a shopping bag is so multifaceted that it feels as though the process itself is a form of design rather than merely a step toward the final product.
This project required close collaboration across multiple departments and encompassed a wide range of detailed tasks.
Because the production volume is high and the design, once finalized, will be used for many years, we approached every step with great care.
Though small in form, we hope this shopping bag will serve as a meaningful medium to communicate the company’s new initiatives—such as ESG and New Beauty.
