IOPE XMD STEM III Design Renewal
Summary
At IOPE, our new brand philosophy, “Clinical Grade IOPE,” is all about delivering visible skin transformation through high-performance skincare. To bring this vision to life, we launched a new category, “IOPE XMD,” which deepens our connection with medical technology. Our first project under this new umbrella was the renewal of the STEM III line. We’ve balanced functionality with emotional appeal by incorporating structures and materials inspired by medical tools, all while prioritizing user experience and sustainability in our design.
The Origin of STEM III
As we began preparing for the design renewal, my first curiosity was the origin of the name “STEM III” and its deeper meaning. With the help of the museum’s archive team, we were able to review records from the 1980s, when the very first STEM III appeared. “STEM” symbolized the brand’s commitment to becoming the root of skin beauty, much like a plant’s stem, while “III” represented the three core elements (3 actions, 3 functions, 3 effects) necessary to prevent skin aging. At the time, “STEM III” existed as an independent brand, separate from IOPE, yet both brands shared a remarkable similarity: their scientific approach to analyzing and resolving the causes of skin aging.
Idea Sketch & Form
Given that we were inheriting the name STEM III, one of our key design directions was to infuse IOPE’s new philosophy, “Clinical Grade IOPE,” into STEM III’s original ethos. This direction ultimately guided our final design. We expanded on the concept of a plant’s stem, developing ideas that metaphorically conveyed energy flow and balance, alongside medical efficacy. Just as a plant’s stem acts as a conduit for water and nutrients, we pondered a form that could symbolize STEM III as a channel for delivering energy to the skin. To achieve this, we utilized a layered structure that evokes a sense of depth. To further strengthen IOPE’s clinical identity, we integrated metallic materials and specific proportions inspired by medical tools within organic silhouettes. This resulted in a design that visually communicates both efficacy and trustworthiness.
IOPE XMD LOGO
The logo also underwent a significant transformation in this project. IOPE established the XMD category to advance as a more specialized, high-performance brand, moving beyond the boundaries of general skincare and special treatments. IOPE XMD symbolizes the convergence of IOPE and Medical. We maintained brand continuity by using the same typeface as the existing wordmark, but sought to define XMD’s unique identity through box graphics and visual finishing touches. This renewal focused on visually expressing IOPE’s advanced, clinical-grade efficacy across both the product and its graphics.
Sustainability
IOPE also considers sustainability a core design value. This is why all containers (the parts holding the product) in the STEM III line are made of glass. Although we applied silver-colored labels to the glass containers to convey a clinical image, we intentionally avoided any post-processing or printing directly on the glass itself. This design ensures that once the label is removed, only clear glass remains, making recycling straightforward. The cream jars are designed with a refillable structure to enhance resource circularity. When plastic is used, we minimize the use of virgin plastic and actively incorporate PCR (Post-Consumer Recycled plastic). For secondary packaging, we use FSC-certified paper and soy-based eco-friendly ink, reflecting the brand’s environmental philosophy throughout the entire product.
This renewal journey was particularly meaningful as it allowed us to set new brand philosophies and standards, honoring our long heritage while simultaneously meeting evolving consumer expectations. As a designer, it was incredibly significant to be part of this beginning. We hope you’ll continue to show great interest in the evolving face of IOPE.
- Amorepacific Creatives
- Product Design
- 김예솔, 김지현, 성유진
- 박경미
- BM
- 신보미
- MC
- 박세례, 김연진
- Development
- 홍서희, 김관섭, 강경희
- GTM
- 서강준, 조재범, 연태화
- 윤호정, 윤석준, 박수진
- 강성훈, 박한진
- Visual Directing & Logo Design
- 김예솔
- Photography
- 이윤진
