The English logo for RYO captures the essence of beautiful, resilient hair with the curve of the letter R, rendered in a distinctive typeface that reflects confidence as a hair loss care brand. The brand’s Chinese character logo has also been redesigned with a thin frame and adjusted stroke thickness for a simpler, younger reinterpretation. The label’s grid layout and the texture of its horizontal lines signify RYO’s tailored prescriptions, imbued with the efficacy of ASIAN PHYTO SCIENCE.

In a bid to rejuvenate and reposition the brand among younger, trendier audiences, RYO has chosen Go Youn-jung — who has won the hearts of the Millennials and Gen Z through her roles in Disney Plus’s “Moving” and Netflix’s “Sweet Home” — as the model for the ROOT:GEN line. The brand has also shifted its color scheme, shedding the previous red bottle design. By adopting a subdued green, RYO endeavors to refresh its image while highlighting its hair loss care shampoo’s natural ingredients and functionality.

The photo shoots were directed to strike a balance between functionality and a light-hearted ambiance. Without directly exposing the object, the composition focuses on the product, aiming to evoke the ingredients and scent through a mood-driven concept. Animated GIFs, simulating the use of the shampoo, add a sense of vitality. Additionally, grid elements reminiscent of a prescription are applied to product shots, aiming for a stylistically simple aesthetic.

The ROOT:GEN line has developed separate products for men and women, recognizing their distinct concerns: men often worry about receding hairlines, while women are concerned about thinning hair. With RYO’s proprietary ROOT:GENTM technology, the line enhances hair loss care and incorporates gender-specific ingredients to address these concerns.

The fragrance has also undergone a complete transformation. Moving away from RYO’s traditional ginseng scent, the new fragrance comprises five different herbal materials.

While the original ROOT:GEN line used a grid to emphasize the functional aspects of its products, the Perfume Line has been designed to leave an emotional resonance through horizontal strokes and appropriate spacing. The front layout, composed solely of horizontal strokes and the logo, is critical in conveying the emotions and fragrances that the Perfume Line seeks to evoke. Through these changes, the aim was to continue the ‘perfume’ mood unique to RYO while linking it to the functional aspects of the ROOT:GEN line.

The perfume line’s visual identity employs each line’s critical ingredients as objects. Instead of directly revealing the ingredients, a blurred color scheme and composition were applied to express a sensory mood suggestive of the fragrances. Furthermore, the design was planned to reflect the emotional elements of the perfume line by presenting an overall calm tone that harmonized with the premium brown bottles.

Hair loss, once it starts, is said to be irreversible. Prevention is touted as the best method of treatment. If hair loss was once a concern solely for the elderly, it has become a significant issue for the stressed 20s and 30s living in the hectic modern society. While many hair loss care products are on the market, few shampoos are as powerful and consistently effective as RYO. The clinical records and effects observed during product development have helped communicate the product’s credibility and positive image. I wholeheartedly support RYO’s potential for further domestic and international growth, backed by the exceptional product strength that reflects the hard work of many researchers.