Espoir

It was a brand identity redesign project for “Espoir”, a professional cosmetics brand from Amorepacific. I renewed its wordmark and created a new symbol to identify the brand’s concept and expand its target scope to a more neutral gender. The redrawn wordmark was more symmetric while contrasting strongly in strokes which reflected the shape of eyeliner and lip strokes. It was centered to have a more neutral impression with a strong black color palette compared to the original orange color. I also developed a new symbol from the wordmark. Designed to work seamlessly across all packaging and print materials, the new symbol worked at all scales with flexible patterns but a consistent brand system aiming to expand its consumer targets.