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Beauty platform ‘Hwahwae’ has been rebranded. This is a major change 11 years after the service was launched in 2013. Hwahae is a service that solves the problem of not knowing what ingredients were included when purchasing cosmetics. It is a service that has revolutionized the market by making it easy to find cosmetics information that was previously difficult to collect in one place. Birdview, the operator of Hwahae, has unveiled a new brand identity along with the ‘Hwahwa 2.0’ mission to take a leap toward the future.
The new brand identity contains the message that it will serve as a guide by providing a personalized experience for users and an experience of growing together with the brand.
It was difficult to identify the color of Hwahae because its brightness was similar to white, but by separating the symbol and font and adjusting the brightness, it became easier to identify. It seems like they put a lot of thought into techniques that can distinguish them from other brands in various environments, such as single color, multicolor, and movement.
The impressive symbol uses the ‘North Star’ as its motif. Multiple transparent circular glasses overlap to form the North Star. The shape was changed from a combination of two existing water droplets to a three-dimensional star shape. The outline that looked like a cloud has changed to be more easily identifiable. It stands out naturally even in a digital environment rather than a flat surface.
The Korean wordmark ‘Hwahae’ was changed to the English wordmark ‘hwahae’. It is a font with a nuance that feels as if it was written cheerfully with a thin brush. The slightly angled curves give a pleasant feeling, while still feeling statically stable. The existing word mark was a form in which the word 'reconciliation' was disassembled into letter elements, transformed into a shape, and then recombined. It seems like an appropriate form to expand into a service that helps with self-care behavior.
Like the dream of reconciliation, we hope that this service will help anyone achieve the beauty they want with their own tastes and standards!
Every Tuesday morning, a designer with 16 years of experience curated Collect design trends.
