Life Essentials.
Background
Hope & Joy is a Korean consumer brand founded by two sisters to support a healthy intimate lifestyle through their product line OnderNatural®. They wanted to expand into a wider range of care brands.
Solution
I developed Hope & Joy as the parent brand and created a unified brand structure for OnderNatural® and Baven, a baby care line. The new architecture gave the growing product range a clear and flexible system.
Hope & Joy is a Korean consumer brand founded by two sisters to support a healthy intimate lifestyle through their product line OnderNatural®. They wanted to expand into a wider range of care brands.
Solution
I developed Hope & Joy as the parent brand and created a unified brand structure for OnderNatural® and Baven, a baby care line. The new architecture gave the growing product range a clear and flexible system.
Delivery
Visual Audit
Visual Identity
Packaging
Illustration
Website
Visual Audit
Visual Identity
Packaging
Illustration
Website
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.
After the brand refresh, hope&joy has a clearer presence in the their market and communicates its business goals and values.
Customers can now recognise OnderNatural® as a product brand under hope&joy as the mother brand.
Delivery
Visual Audit
Branding & Identity
Visual System
Brand Guidelines
Pakcaging
Art Direction
Illustration
Brand Launch Storyboard
Website
Visual Audit
Branding & Identity
Visual System
Brand Guidelines
Pakcaging
Art Direction
Illustration
Brand Launch Storyboard
Website
hope & joy
Life Essentials.
We support your love, hope & joy and your healthy lifestyle!
Background
hope&joy is an online consumer intimate company in Korea. Two sisters founded the business with a mission to support a healthy intimate lifecycle through their intimate product line, OnderNatural®. They looked to expand into a range of healthy lifecycle brands for everyone.
Life Essentials.
We support your love, hope & joy and your healthy lifestyle!
Background
hope&joy is an online consumer intimate company in Korea. Two sisters founded the business with a mission to support a healthy intimate lifecycle through their intimate product line, OnderNatural®. They looked to expand into a range of healthy lifecycle brands for everyone.
Solution
The name ‘hope&joy’ was originally used for the B2B trade relationship. We recreated the brand structure around hope&joy as the mother brand, with OnderNatural®, an intimate product line for young people, and Baven, a baby care product line. We helped them extend their product lines and bring them together under hope&joy as one unified brand structure.
The name ‘hope&joy’ was originally used for the B2B trade relationship. We recreated the brand structure around hope&joy as the mother brand, with OnderNatural®, an intimate product line for young people, and Baven, a baby care product line. We helped them extend their product lines and bring them together under hope&joy as one unified brand structure.
2020,
South Korea
South Korea