Innisfree

 

"Duffy & Partners, the internationally recognized branding and design firm, expands its overseas portfolio with the redesign of Amore Pacific's Innisfree brand skincare line. The Innisfree brand was launched in 2000, as South Korea's first natural cosmetics brand and sold exclusively in 200+ Innisfree retail stores throughout the country. Known as the leading cosmetic brand in Asia, Amore Pacific turned to Duffy & Partners to create a new brand expression that would capture the purity and natural ingredients of its Innisfree face, body and men's products. These new designs propelled a dual launch -the fresh look for the entire brand portfolio, as well as the introduction of the new Magic Floral line.

Innifree's old brand presentation consisted of fragmented design that struggled to unify messaging for the consumer. Through the new packaging, Duffy & Partners was able to create a consistent architecture and brand expression. New iconography was created for each product to complement the current logo. Duffy & Partners also created a style guide for the Innisfree design team to apply across collections and product lines as they continue to expand the Innisfree brand. Color is used to designate each line while also enhancing the collection's meaning, strengthening shelf presence and reinforcing a strong presentation. A palette was chosen to reflect the pure colors of nature, with the belief that natural imagery can be easily recognized in any part of the world.

The Magic Floral launch has quickly became Innisfree's top-selling collection of all time as measured in both sales volume and revenue. Magic Floral performance was 30% higher than all other new products launched by Innisfree in 2009.

The refreshed design will increase awareness for Innisfree, as it plans to expand participation into major global markets in the near future."

Comments

[jeff]

Duffy always gets it right. I'd love to sit in on one of their presentations & learn how they sell their ideas in. Really nice work.

[Ali]

There is something about type on vertical slant. If it is a wordmark, it may be fine but if it is product description with sell copy, it would be too much to ask. As the space limitation on the tube, it may be neglectable but it would be a stretch if the same graphic treatment is adopted for every package in the lineup even the ones where it could be otherwise. Graphic treatment should be modular and adaptable to any orientation, as it would consider ideal and fluid.

Running type on overlapping high-contrast graphics would be a problem in reading.

Also there is an issue with consistency when applying circular graphics. On primary packaging, it is knocked out but on secondary packaging it is applied positive tone on tone.

Having this much packaging is a waste; look Boots for example, they have reduced packaging and surface graphics and differentiation on their packaging is ideal.

Graphics play on the primary packaging is quite dramatic and great but secondary packaging fell short on that promise.

[AC]

Despite the shortcomings mentioned by Ali, the overall effect is still very pleasing. I don't mind the vertical type - less convenient to read, maybe, but it gives an impression of upward, organic growth. And perhaps it's a good thing to have packaging on a shelf that requires the prospective purchaser to tilt their head. Interactivity!

[Jeff Marsh]

Printing Company, Online Graphics Design and Image Editing Studio - Print Media Agency India provide all type of printing and designing services to small business to large scale companies or any big firm which includes Print Media Solution, Digital Printing, Image Editing Service, Online Custom Graphics Designing jobs and project, Freelance Print Design with full of creative and innovative art-design with cheapest printing cost in India, UK, USA, UAE

[Sheila]

I love the Innisfree green tea product line! Great work duffy!