#Creative Story
2023.10.16
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https://stories.amorepacific.com/en/unbeliebubble-a-collaboration-by-chilsung-cider-and-labo-h
UNBELIE'BUBBLE', A Collaboration by Chilsung Cider and LABO-H
Behind the scenes of the LABO-H & chilsung cider collaboration project
Writer
Ko Jeong-su,
Kim Hea-wonAmorepacific Next Space Team
Greetings. We are Kim Tae-eun and Ko Hye-won from the Brand Creative 3 Team. Last May, our brand LABO-H, known for its scalp protection, collaborated with the popular beverage brand Chilsung Cider to introduce a scalp-cooling cider shampoo and tonic. From the creator's viewpoint, we deliberated on integrating and visualizing the LABO-H brand with the Chilsung Cider. Moreover, we reflected on how to approach customers effectively and wish to share with you the backstory. Shall we embark on a journey back to that refreshing and exhilarating May?
Bubbles Bursting with Carbonic Acid
When one thinks of Chilsung Cider, the overwhelming freshness and chill from the carbonated bubbles come to mind. We aspired to cohesively express the intuitive image Chilsung Cider possesses as a long-loved brand with the identity of the scalp-cooling effects of LABO-H. In pursuit of this, we encapsulated the shared attributes of the two brands – the electrifying and refreshing cooling image – to convey an arresting visual.
Cider-infused Shampoo, You Say?
The contents reminiscent of the fizzy bubbles of Chilsung Cider, the green deep-tube pump, and the cider bottle shape are distinctive. Indeed, it's a shampoo infused with cider! To portray this chilly shampoo image, replete with its green straw, we experimented by changing the deep-tube color to green. Such a nuanced change might be elusive to the general consumer. Traditionally, adding color to the deep-tube was considered taboo due to the risk of the content's color getting altered. But, with the product's integrity as our utmost priority, after numerous tests, we embarked on this new design approach.
Additionally, a hidden secret lies within the transparent Chilsung Cider form of the shampoo. It contains an added hue, allowing the content to appear more lucidly. Upon close examination of the transparent cider form on the front of the shampoo, one can discern the meticulously added 1% tint of blue by the designer.
In contrast, the cooling tonic product actively adopted the diagonal lines and stars seen in Chilsung Cider's packaging. Being a high-performance product that instantly cools the scalp, we utilized a silver color to highlight its functional aspect, presenting a look starkly different from that of shampoo, offering customers a diverse visual experience. After much contemplation, we crafted a package design that intuitively represented Chilsung Cider's refreshing image.
UNBELIEBUBBLE, LABO.H-CHIL
The astonishing encounter between LABO-H and Chilsung Cider, titled UNBELIEBUBBLE LABOH-CHIL. Leveraging the carbonated bubbles as the primary design element, we've unveiled the intrinsic properties of cider through a plethora of vivid visual content.
TYPOGRAPHY
We've encapsulated that rhythm into our graphics by focusing on the distortion phenomena that arise as the carbonated bubbles effervesce. We've instilled variation using a design system of diverse lengths, adaptable to its utility.
KEY VISUAL POSTER
The poster accentuates the shared brand attributes of LABO-H and Chilsung Cider: exhilaration, refreshment, and cooling. Based on these keywords, we've augmented the collaboration's essence. With 3D graphics that manifest the nature of the bubbles, the bold typeface introduces a visual contrast, and the exaggerated, distorted composition presents a contemporary flair.
Short-form video contents
We created two videos that offer conceptual depictions of the coolness of carbonic acid through an UNBELIEBUBBLE 3D graphic video. Capturing the LABO-H brand mood, inspired by the "scalp laboratory" concept, the first video commences with a lab setting and focuses on the product. In the second video, a swirling collaboration slogan visually evokes a refreshing vibe. Paired with the sound of bubbling, turning up the volume amplifies the refreshing sensation.
Visual image contents
We contemplated various directional techniques to amplify the multi-hued carbonated bubble party mood. With props inspired by food motifs, such as ice and straws, we created LABO-H and Chilsung Cider visuals using audacious angles like low-angle and high-angle shots. Augmented with neon green, gradients, circular graphics, and star graphics, we encapsulated our aspiration to convey diverse visual delights through this collaboration.
GOODS
The showstopper of collaboration includes goods: a net bag, stickers, popper cards, and shopping bags, all designed with the season and concept in mind. A simplistic design tag ensures the net bag is hassle-free for customers to carry. The stickers and popper cards elevate the festive mood of the bubble party. In partnership with the Popperoni brand, the popper cards are filled with green confetti to celebrate the LABO-H and Chilsung Cider collaboration. The shopping bag, ideal in proportion and size for offline pop-up stores, intrigues customers simply by being carried, acting as a magnet for curiosity.
In the next segment, we'll return with behind-the-scenes stories about the LABO-H x Chilsung Cider collaboration pop-up store from the Next Space Team.
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