AMORE PACIFIC's skin care brand, Primera, has been carrying out the campaign ’love the earth, save the wetlands’ since 2015. CFC improved the emblem Primera had been using in the campaign, building a new campaign identity system and developing campaign graphics in the second half of 2019.
Emblem development direction is as follows.

1. Go Symbolic
2. Friendly & Memorable Shape
3. Communicate the clear message 

After various experiments, CFC developed a unique emblem by combining the shape of the earth with the face of an otter, one of the representative animals in the wetlands. Symbols and wordmarks may be combined or separated and used in a variety of situations.
Primera 'Love the Earth' Campaign Identity Design Renewal
Client: Amore Pacific

Project Team
Amore Pacific Luxury Brand Design 2 Team
Project Management & Design
Campaign Visual Identity & Graphic Design Dev.

Art Direction & Design: Charry Jeon
Design & Illustration: Jeongmoon Choi, Minsun Lee, Yoonji Nam
Photography: Kiwoong Hong

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