Longtake Hair & Body BI Renewal
Summary
LONGTAKE is a scent-driven lifestyle brand inspired by deep forests and long-lasting fragrances.
This brand identity renewal aimed to more clearly express this brand character while strengthening logo visibility across diverse digital and offline touchpoints.
By reorganizing the information hierarchy to introduce the brand before the scent, the project clarified LONGTAKE’s scent-centered brand identity.
Concept
The overall concept was defined as “brand-first recognition with intuitive scent expansion.”
The design ensures immediate brand recognition in digital environments with small thumbnails and fast scrolling, while maintaining strong brand presence on crowded offline shelves.
By positioning the wordmark at the top and organizing scent names and product types beneath it, a consistent reading flow from brand to scent to product was established.
This strategic structure enables coherent brand perception across all distribution and communication channels.
Previous Design
Renewed Design
Strengthening Brand Identity Communication
To enhance brand visibility, the layout was refined by placing the wordmark at the top and positioning the fragrance name and product type below.
This approach allows first-time customers to clearly recognize the brand name, while simultaneously emphasizing the diversity of scents within the Longtake brand through fragrance names and color differentiation.
As a result, the design is expected to communicate the brand identity more effectively and highlight the variety of fragrances offered under the Longtake name.
This layout was initially applied to hair oil products and gradually extended across the entire hair and body line, including the most recent hair mask launch.
Structural consistency across the lineup enhances brand coherence and overall product completeness.
Following the renewal, brand readability and recognition improved across both digital platforms and offline retail spaces.
Consumers can clearly identify the brand at first glance and intuitively understand the range of available scents.
This strengthens shelf differentiation while supporting purchase decisions.
Structural consistency across the lineup enhances brand coherence and overall product completeness.
Following the renewal, brand readability and recognition improved across both digital platforms and offline retail spaces.
Consumers can clearly identify the brand at first glance and intuitively understand the range of available scents.
This strengthens shelf differentiation while supporting purchase decisions.
Change in communication
In addition, the overall communication tone and imagery were adjusted to feel brighter and closer to everyday life.
By connecting the forest-inspired brand world to daily routines, hair and body products are positioned as approachable lifestyle essentials.
This shift allows the brand to feel both sensory and effortlessly relatable.
By connecting the forest-inspired brand world to daily routines, hair and body products are positioned as approachable lifestyle essentials.
This shift allows the brand to feel both sensory and effortlessly relatable.
This identity renewal effectively complements the perfume-centered brand strategy. By imprinting the brand first and guiding users toward scent discovery,
LONGTAKE establishes a foundation for long-term accumulation of scent diversity and brand storytelling.
LONGTAKE establishes a foundation for long-term accumulation of scent diversity and brand storytelling.
- Amorepacific Creatives
- Product Design
- Choi Eunhye, Koo Suyeon,
Koo Hyewon, Baek Inwoo - PHOTOGRAPHER
- Shin Sunhye(@COOP) , STUDIO 13
- FILM DIRECTOR
- Hyun Sujin
- DIRECTING & STYLING & PROP
- Object Edited
- MODEL
- HOPE(@AVEC)
- HAIR ARTIST
- Kyung Minjung(@CHUTZPAH)
- MAKEUP ARTIST
- Cho hyemi
