innisfree gets new look

Innisfree, a South Korean natural skin care brand, has unveiled a new logo which is designed to show modern natural skin care attitude, catering to Millennial customers.

The new logo adopts a minimalist design, moving away from sophisticated graphics and a symbol that meant a "basket holding the nature". In order to reflect the brand’s objectives of sharing the benefits of nature from Jeju island for healthy beauty and pursuing an eco-friendly life, innisfree selected a deep green color inspired from bija forest that symbolises the nature of Jeju.

"innisfree has been loved by customers for the past decade, and now, decided to change the logo putting focus on ‘familiar yet new’ to enhance customer experience. The new design was inspired by natural sources, reflecting natural values. And what more is reflects millennial’s needs and provides vivid emotional experience," Chloe Sunmee Park, marketing associate director at Amorepacific Global Operations Ltd, Innisfree told Marketing, "Breakaway from light, old-fashioned design image, new design with modern and unique designs, color spectrum with ‘Nature of Jeju’ motif that evolved the design matches sentiments of ’19 global millennial generation.”

Starting from 1 November 2018, the new brand logo will be applied to brand advertisements, customer communications, product design, the exterior and interior of brand stores. “We will let customers feel the new identity across the brand from products to customer experience,” the brand said in a statement. 

In a statement to Marketing, a spokesperson from Innisfree said it is launching a Green Christmas campaign this year, unveiling a series of christmas limited-edition products. Part of the campaign's revenue will be donated to the charity organisation Plan International Hong Kong.

In July this year, it launched its second store in the US, following the success of its first store launched in 2017. Earlier this year, the brand rolled out the Beauty Green Tea Hydrating Station at Pavilion Kuala Lumpur, to promote its new green tea seed serum. The campaign was done in partnership with VML Malaysia, Moxim, D Twelve and Hashtagcity.