The two sisters are named Hope and Joy in Korean. They started their own business to create a better intimate experience for everyone.
They drew on their experiences as women to bring healthy ingredients and experiences to market with love. Their symbol represents the connection between ‘love’ and ‘and’. It reflects the journey from youth through every stage of life.
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.
The different colour ratios give each brand its own personality while keeping them connected as one brand family.
We restructured hope&joy 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
In Korea, showing diverse body types is still uncommon in the intimate brand market. We used friendly illustrations to show different ages, genders and body types.
It makes the brand feel more open and welcoming to everyone.