The camellia leaves in the existing symbol represent ‘beauty.’ By expanding this symbolic meaning, we aimed to express how various elements of beauty are recombined through Beauty Point, leading to new forms of benefits, inspiration, and experiences.
The leaf elements are rearranged into new visual structures, which can extend into a visual identity applicable to various customer touchpoints, such as posters and merchandise.

Conveying the idea that beautiful experiences can begin through Beauty Point, we designed it to reflect the form of a pin placed on a map location. For mobile environments requiring enhanced readability, we shortened it to “Beau-Po” so it could be used as a nickname.

The final design prioritized visibility in mobile environments where most customers engage with us. As the membership brand representing Amorepacific, we applied honest typography and designed the point symbol to be expandable into patterns, allowing flexible use across various brand touchpoints.

We designed it with a clean and simple form to ensure high readability and recognition even when used as icons for KakaoTalk or social media accounts.
While maintaining the core elements of the existing camellia symbol, we expanded it into a pattern form that can visually capture various points of experience, allowing it to naturally integrate into diverse environments such as merchandise and applications in the future.

We look forward to Beauty Point becoming a brand remembered by customers not just for its benefits, but as a ‘beautiful experience.’

Amorepacific Creatives
Design Creative Strategy Team Nari Cheon
BM Customer Strategy Team Jihye Kang