Yuhan Kimberly has completely revamped the visual identity of its flagship environmental campaign, 'Keep Our Mountains and Rivers Green.' Marking the 42nd anniversary of the campaign, which began in 1984, the company has established a single integrated design system by simultaneously renewing its BI, dedicated typeface, and character for the first time. The key aspect is that the company went beyond simply modernizing the old logo to redesigning a brand structure capable of providing a consistent experience across various digital environments.
The most notable change is the new BI. While retaining the existing heart symbol, it naturally incorporates mountains, forests, and rivers into a single form. By applying hand-drawn-style curves instead of mechanical straight lines, it expresses the relationship between people and nature more warmly, and scalability was considered to allow for use in various environments, ranging from small product packaging to mobile screens and outdoor advertising. In addition, a new campaign-exclusive typeface, 'Yuhan Kimberly Pureunsoop,' was developed to strengthen the brand's individuality, and a new forest-motif character, 'Woofoo,' was also unveiled. A key feature is that the logo, typeface, and character do not exist independently but are connected as a system to create a single, consistent brand experience.
This project is an example of how to modernize and carry on the legacy of a long-standing brand. Instead of creating a new symbol, it reinterpreted brand assets accumulated over 42 years and added usability and scalability suitable for the digital age. It demonstrates that ESG and public interest campaigns must now design the entire brand experience, not just the message, and serves as a rebranding initiative that shows design can be a crucial strategic tool connecting a company's social values with engagement experiences.
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