Enhancing HAPPYBATH's Communication Expressiveness through AI
Summary
Happy Bath has long upheld its core brand values: “a scent that adds happiness to everyday life” and “a joyful shower that heals the heart.” However, time and cost constraints had limited its expression to fragmented visual tones and narrow, everyday moods.
In this project, we leveraged AI tools to give tangible, visual form to the brand’s abstract and emotional values.
By analyzing sensory experiences and translating the “happy emotions” evoked by the products into visuals, we sought to expand the expressive depth of brand communication.
Moving beyond the previous limitation where consumers perceived Happy Bath only through individual product images, the project invites audiences to experience the brand more fully within the broader worldview of “A Happy Shower”.
All sensory elements — from the imagery, emotions, and models to the music inspired by each product’s scent — were generated through AI, allowing sensory experience itself to become a direct expression of the brand message.
Process 1. Brand Analysis and Communication Direction
We analyzed Happy Bath’s brand philosophy and strategic evolution to explore new communication directions that could more richly convey its worldview.
For visuals that were difficult to capture through traditional shoots due to practical constraints,
we actively leveraged AI tools to develop diverse forms of content—setting a direction that would allow customers to immerse more deeply in the brand’s emotional essence.
Process 2. Deriving Communication Keywords
To effectively link Happy Bath’s core philosophy of “happy emotions” to brand communication, we trained ChatGPT on the brand and analyzed the range of sensory experiences evoked by its products.
These sensations were then translated into visually expressive language, from which we derived communication keywords capable of delivering the brand message with emotional clarity.
Process 3. Visual and Auditory Representation Using AI
Based on the elements identified—pleasant scents, ingredient-inspired aromas, effervescent bubbles, soft product textures, joyful expressions, and spaces filled with natural light—we generated product-specific imagery using Midjourney.
Complementing these visuals, we also created an original soundscape through SUNO, encompassing the overall mood of the concept.
BUBBLING BLISS: Music Generation with SUNO
Generated to evoke the joyful sensation of
effervescent
bubbles and warm, radiant sunlight
— a sound that fills you with bliss.
[ Please turn on the sound and listen. ]
effervescent
bubbles and warm, radiant sunlight
— a sound that fills you with bliss.
[ Please turn on the sound and listen. ]
HAPPY SCENT: Expressing the Amplified Fragrance
of Raw Ingredients Through MIDJOURNEY
of Raw Ingredients Through MIDJOURNEY
Exploratory studies were conducted to amplify the fragrance of raw materials
through diverse tones and compositions, while embracing Midjourney’s creative potential.
through diverse tones and compositions, while embracing Midjourney’s creative potential.
HAPPY MOMENT: Expressing the Moment Where
Product and Model Come Together Through
MIDJOURNEY, RUNWAY, and IDEOGRAM
Product and Model Come Together Through
MIDJOURNEY, RUNWAY, and IDEOGRAM
- Amorepacific Creatives
- 기획 및 디자인
- 구수연, 유인정
