The Play of Contrast and Repetition CFC has created the brand identity for Heirei, a new premium paint brand developed in collaboration with Samhwa Paints. The beginning of a space that truly reflects oneself often starts with applying the right color to its surface. But choosing and painting with the right color is often more complicated and time-consuming than expected. Heirei simplifies the process for customers who feel overwhelmed by hundreds of color choices, by offering a curated selection of expert-recommended colors. With a seamless online ordering system, smooth application, and odor-free, eco-friendly paint, Heirei delivers a positive experience throughout the entire journey—from purchase to use. CFC focused on two key concepts: authenticity and positive vibes. To express these values with intuitive yet refined sensibility, we sought to translate the act of painting into a visual language. The interaction between liquid paint and the flat edge of a brush creates a unique visual play— curved fluidity and linear simplicity meet in contrast and harmony, embodying both individuality and the joy of expression. The rhythmic repetition of “ei” combined with the flexible form of “hr” conveys a tone that feels playful, tactile, and visually sophisticated. The logotype’s sculptural character extends into a broader visual system, shaping a brand persona that reflects a free-spirited, design-conscious lifestyle.
