The two sisters are named Hope and Joy in Korean. They started their own business to create better intimate products for everyone.
They drew from their own experiences as women to bring better ingredients and products to the market. Their symbol represents the connection between ‘love’ and ‘and’. It reflects the journey from youth through every stage of life.
hope&joy is a mother brand that connects intimate and family planning brands across the lifecycle. OnderNatural® and Baven® are part of the brand family.
We restructured it as an umbrella brand that could support a range of healthy lifecycle brands for everyone. OnderNatural® became the intimate brand, and Baven® became the baby care and family-planning brand.
hope & joy
Life essentials for all
Umbrella Brand
ONDERNATURAL
A healthy intimate life
Product Brand 01
Baven
Life essentials for family planning
Product Brand 02
The colour palette is a key part of the brand structure. Each product brand uses different primary and secondary colours from the hope&joy palette.
The different colour ratios give each brand its own personality while keeping them connected as one brand family.
In Korea, it is still uncommon to see diverse body types in intimate brands. We used friendly illustrations to show different ages, genders and body types.
This visual language makes the brand feel more open and welcoming to everyone.