MISE-EN-SCÈNE

Challenged with the highly competitive mass haircare market, Amore Pacific’s Mise-en-Scène line was in need of a strategic brand and design refresh. The Korean market, and Mise-en-Scène in particular, is greatly influenced by the ever-transforming nature of K-style lifestyle and fashion. K-style’s edgy, vibrant and captivating essence served as inspiration for the elevating the brand and package, while also connecting directly to the target market.

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OUR FIRST PHOTOGRAPHIC DESIGN APPROACH IS INSPIRED BOTH BY THE DIVERSITY OF HAIR AND THE POWER OF WATER AND ITS IMPORTANCE IN RELEASING THE POWER OF THE PRODUCT BENEFITS. THIS PHOTOGRAPHIC APPROACH IS FRESH AND MODERN AND WOULD SET THE BRAND APART FROM ITS COMPETITION, WHILE ALSO OFFERING CONSUMERS WITH CLEAR GRAPHICS TO INDICATE THAT THERE ARE 5 DISTINCT TREATMENTS WITHIN 3 PRODUCT LINES.

IN ITS EXISTING PACKAGING, THE MISE-EN-SCÈNE LOGO LACKS POWER AND PRESENCE. TO ADDRESS THIS CHALLENGE, OUR NEXT DESIGN OFFERS A TYPOGRAPHIC EXPLORATION THAT ENHANCES THE LOGO BY PRESENTING IT AS A CHECKERED PATTERN GRAPHIC ON THE TOPS OF EACH BOTTLE, WITH EACH LINE’S CORRESPONDING COLOR ON THE BOTTOM.

OUR THIRD DESIGN DIRECTION IS AN ILLUSTRATED GRAPHIC CONCEPT THAT PRESENTS THE POWER OF ILLUSTRATION TO BE BOTH STRIKING AND INFORMATIVE, RELATING DIRECTLY TO THE TREATMENT OF EACH PRODUCT WITHIN THE 3 PRODUCT LINES. 

TODAY’S CONSUMERS APPRECIATE THE USE OF SYMBOLS AND DIAGRAMS TO HELP THEM EASILY IDENTIFY A PRODUCT’S BENEFITS. WE DESIGNED PHOTOGRAPGIC DIAGRAMS INDICATING THE POWER OF THE PRODUCT INGRADIENTS IN A FRESH AND COLORFUL GRAPHIC WHEEL THAT CATCHES THE EYE, ALONG WITH NEW SYMBOLS TO REPRESENT THE CORE BENEFITS.

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WHEN CONSIDERING A DIFFERENT BOTTLE DESIGN, WE FOCUSED ON DESIGNING BOTTLES THAT ARE BOTH FUNCTIONAL AND WOULD STAND OUT FROM THE COMPETITION AT RETAIL.

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*DISCLAIMER: All of this design for Mise-en-Scène is conceptual and was not brought forth to market in Korea.

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