The brand logo underwent a significant transformation in this project. IOPE created the XMD category to evolve beyond the boundaries of skincare and specialized treatments into a more professional, functional brand. While maintaining brand continuity by using the same typeface as the existing wordmark, we sought to express XMD’s distinct identity through boxed graphics and visual finishing techniques. This renewal focused on visually conveying IOPE’s advanced efficacy across both products and graphics.

As we prepared for the design renewal, we were curious about where the name ‘STEM III’ came from and what it meant. With help from the museum archive team, we uncovered records from the 1980s when STEM III first appeared. ‘STEM’ embodies the commitment to serve as the foundation of skin beauty, much like a plant’s stem. The ‘III’ represented three core elements needed to prevent skin aging—three actions, three functions, three effects. Though it existed as an independent brand separate from IOPE at the time, the two brands were remarkably similar in their approach to scientifically analyzing and addressing the causes of skin aging.

To achieve this, we employed a layered structure that creates a sense of depth. This design element does more than provide visual beauty—it serves as a metaphor for the pathway and medium through which ‘Clinical Grade’ efficacy reaches the skin. To strengthen IOPE’s clinical identity, we incorporated metallic materials and proportions inspired by professional skincare tools within organic silhouettes. The result is a design that visually communicates the product’s efficacy and credibility.

IOPE considers sustainability a core design value. This is why all containers in the STEM III line (the parts that hold the product) are made of glass. While we applied silver coloring to the container labels for a clinical image, the glass containers themselves have no finishing treatments or printing. This means that once the label is removed, only clear glass remains, making recycling easy. The cream inner container features a refillable structure to enhance resource circulation, and when plastic is used, we minimize virgin material and actively utilize PCR (post-consumer recycled) plastics. For secondary packaging, we use FSC-certified paper and soy-based, eco-friendly ink, reflecting the brand’s environmental philosophy throughout the products.

This renewal has been a remarkable journey—one that honors a long heritage while establishing a new brand philosophy and standards to meet evolving consumer expectations. Being part of this journey as a designer has been deeply meaningful. We look forward to your continued interest as IOPE transforms and grows.

Creators
Product Design
Jeongmin Han Creative Strategy Team
Yesol Kim Brand Creative 1 Team
Jihyun Kim Brand Creative 1 Team
Yujin Sung Brand Creative 3 Team
Kyungmi Park Brand Creative 1 Team

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