- Distinctions Awarded to 'HANYUL Brand Identity Design,' 'LABO-H Hair Strengthening Clinic,' and 'ODYSSEY Chapter V'
Amorepacific has garnered three prestigious main prizes in the Brands & Communication Design category at the 2025 Red Dot Design Awards. The honors were awarded to 'HANYUL Brand Identity Design,' 'LABO-H Hair Strengthening Clinic,' and 'ODYSSEY Chapter V.'
In May of this year, coinciding with its official launch into the United States market, HANYUL reimagined its brand design identity for both Korean and global audiences. The international brand design iteration features illustrations that intuitively showcase its core ingredients, such as yuja and Artemisia, while the domestic version embraces quintessential Korean spatial aesthetics, employing refined proportions and forms. In both varieties, essential information is presented with clarity, a design choice centered on enhancing the ease of consumer choice. Additionally, the brand's consistent design language—characterized by rounded silhouettes inspired by Korean cultural heritage, translucent color palettes, layered tonalities, and serene horizontal lines drawn from the Korean landscape—delivers a brand experience that is at once intuitive and deeply emotive.
'LABO-H Hair Strengthening Clinic' is a product line that marks the expansion of the brand's specialized expertise from scalp care to a more holistic philosophy of hair care rooted in scalp science. The design artfully visualizes the restorative flow from scalp to the tips of hair strands through its unique forms, color schemes, and graphic elements. Subtly refining the angular architecture reminiscent of its laboratory origins, LABO-H has imbued the brand design with a softer, more emotive sensibility. The color palette was meticulously chosen to convey a sense of efficacy and nourishment, intuitively communicating the promise of damaged hair recovery. The design harmonizes the brand's signature laboratory-based graphic language with an aesthetic befitting a premium damage care line, while also reducing environmental impact through the use of a metal-free pump and readily recyclable plastic materials.
'ODYSSEY Chapter V' is a men's skincare line that masterfully reinterprets the ODYSSEY brand's thirty-year heritage for the contemporary era. It seeks to deliver the brand's storytelling around "voyaging" and its heritage of "fragrance" as a fresh experience tailored to the changing times. The container design abstracts the form of a lighthouse adrift at sea, while the brand's new persona is articulated through neutral and poetic graphics. Recycled glass and recycled plastic were utilized for the actual container.
The Red Dot Design Award, hosted by the Design Zentrum Nordrhein Westfalen in Germany, is renowned as one of the world's top three design accolades, alongside Germany's iF Design Award and the USA's IDEA Design Award.
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