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Innisfree has unveiled a new logo. We put forward a new brand slogan, 'Effective, Nature-Powered Skincare Discovered from the island'. By mixing uppercase and lowercase letters of the alphabet, it was said that it contained an image full of energy and confidence and the value of respecting beauty.
In recognition with InnISFree, cognitive dissonance comes from unifying the height of all characters. I looks excessively small compared to n, S sticks out from the center alone and ree suddenly grows.
Innisfree comes from the name of an island in Ireland famous for Yeats's poem "The lake isle of innisfree". Since then, he has created impressive graphics as a bowl that holds nature while advocating naturalism.
Since then, in order to express modern naturalism, all complicated symbols have been removed and authenticity has been expressed, and the brand is expressed in deep dark green and elegantly flowing beautiful typography inspired by Jeju’s bijarim. A green tea serum with such a legendary design has also appeared.
This rebranding does not show heritage. The impression of the word mark feels like the logo of an IT company created by machines, and it is difficult to find an expression of praise for nature. If we aim for a bright and progressive impression in a deconstructivistic way, it will remain an unfortunate rebrand if we do not show an unconventional attitude toward 'nature' enough to overcome the lofty image we have built up until now.
Every Tuesday morning, a designer with 16 years of experience curated Collect design trends.
