Communication

CommeNana

Extra Form

Country	KOREA
Year	2017
Award	SILVER WINNER
Client	CommeNana
Affiliation	HONGIK UNIVERSITY
Designer	Jongmin Kim, Sunghun Kim, Minsoo Lee, Heebon Koo
Description(English)	The brand identity design for CommeNana, a high-end K-beauty salon located in Seoul, was inspired by the idea of ‘a fickle girl’. This is because girls have a variety of needs which could vary with the occasion. These diversity, selfishness, and fickleness for beauty were the core concept for designing the identity. The new logo has a form of a weird green rabbit which represents customer’s unpredictable disposition. It’s irregular outline and the wet color also means girl’s fickle mind. From basic visual design system to the facade and space, we designed with a same format but different textures and materials in order to express diversity.
Description(Native)	CommeNana는 2016 여름, 서울 청담동에서 런칭한 K-뷰티 복합문화공간이다. 클라이언트는 대한민국의 뷰티산업을 이끌어갈 새로운 문화공간을 위한 아이덴티티를 만들기 원했었으며, 특히 소비자의 이야기가 담긴 브랜딩을 해줄 것을 의뢰하였다. 우리는 이 공간을 '소녀(Nana)들의 정신세계'를 모티브로 디자인하였다. 순수하면서도 도발적이고 싶은, 귀여우면서도 우아하고 싶은, 아름다움 앞에 이기적인 소녀의 정신세계를 어디로 튈 지 모르는 ‘토끼’의 형태로 형상화 하고, 유기적인 질감을 입혀서 비쥬얼 아이콘으로 완성하였다. 수시로 변하는 소녀의 변덕스런 마음을 표현하기 위해 기본 디자인 시스템부터 공간브랜딩, 파사드까지 모두 같은 양식 안에, 다른 소재와 질감, 그리고 기법을 사용하여 ‘다양성’을 표현하였다.

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