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2023.10
ORVIS
오르비스
CLIENT
(주)산양
INDUSTRY
LifestyleSERVICE
Creative Strategy ,THE CLIENT
클라이언트
Orvis is a luxury golf clubhouse offering a unique golfing experience through distinctive architectural designs and year-round picturesque fields, providing a break from daily life. Inspired by the Latin word Orbis (meaning “cycle”), the brand name symbolizes the harmony between the natural surroundings of the clubhouse and the cyclical design of its course. The clubhouse features an uncommon oval-shaped architectural design amidst lush natural landscapes, with in-course play tailored for women and out-course play designed for a more challenging experience. Orvis also provides exceptional dining services and high-quality customer care, delivering a serene and personalized healing experience for its guests.
오르비스(Orvis)는 특색있는 건축미와 사계절 내내 아름다운 필드를 통해 일상에서 벗어난 골프 경험을 선사하는 럭셔리 골프 클럽 하우스입니다. 순환을 의미하는 Orbis에서 유래한 브랜드 네임은 클럽 하우스를 둘러싼 자연 환경과 자연의 순환을 형상화 한 코스 디자인의 가치를 상징합니다. 국내에서 보기 어려운 타원형의 건축 설계와 울창한 자연 환경이 돋보이는 클럽하우스는 여성에게 특화된 인코스와 도전적인 골프 경험을 선사하는 아웃코스로 구성되어 있으며, 고객의 다양한 취향을 만족시키는 음식 서비스와 수준 높은 고객 서비스를 통해 온전히 나에게만 집중하는 힐링의 시간을 선사합니다.
THE OBJECTIVE
목적
To appeal to its target audience, Orvis needed to transcend the conventional luxury clubhouse image and deliver a uniquely compelling experience. The brand’s core value lies in its stunning course design, shaped to preserve the essence of a centuries-old natural landscape, the cyclical harmony embodied in the clubhouse design, and a private, sensory-rich service experience that indulges every guest. YNL aimed to create a compelling brand identity that encapsulates the serene retreat Orvis offers, positioning it as an aspirational destination for discerning guests.
Orvis의 고객에게 매력적인 브랜드로 접근하기 위해서는 기존의 클럽 하우스가 추구하는 럭셔리한 감성 이상의 특별함이 필요했습니다. Orvis의 고유한 가치는 수백년 간 나무로 가득했던 본연의 모습을 그대로를 살려 조형한 아름다운 코스와 자연의 끝없는 순환을 형상화한 클럽하우스의 디자인, 그리고 고객의 오감을 만족시키는 프라이빗하고 편안한 서비스 경험입니다. YNL은 평범한 일상에서 벗어나 온전히 누릴 수 있는 휴식의 경험을 반영한 매력적인 브랜드 자산을 개발하고자 했으며, Orvis가 고객에게 언제나 방문하고 싶은 이상적인 브랜드로 자리매김하는데 기여하는 것을 프로젝트 목표로 삼았습니다.
THE SOLUTION
해결방안
YNL drew inspiration from the essence of the slogan “Embrace The Infinite Green” to design a brand identity that defines the joy of relaxation amidst expansive fields and the year-round lush beauty of nature that Orvis provides. Building on the theme of infinite nature and relaxation, YNL developed a suite of design assets that capture the private clubhouse’s distinctive sincere values. The Orvis logotype features graceful curves and a sophisticated serif typeface, with the open form of the letter “O” symbolizing a warm welcome and the limitless experiences awaiting guests. The graphic motif mirrors the harmony of nature and leisure, inspired by the elliptical architecture of the clubhouse and rendered in a palette of serene green and refined sand tones. This cohesive visual system brings to life the expansive green fields, the cyclical beauty of nature, and the luxurious moments of rest and rejuvenation, fully embodying the unique allure of Orvis.
YNL은 Embrace The Infinite Green이라는 슬로건을 통해 드넓은 필드와 사계절 내내 푸른 아름다운 자연 속에서 누리는 휴식의 즐거움을 정의하고, 이를 바탕으로 브랜드 고유의 정체성이 담긴 디자인 자산을 개발했습니다. Orvis의 브랜드 아이덴티티 디자인 자산에는 프라이빗 클럽 하우스가 지향하는 휴식과 여가에 대한 진정성이 담겨 있습니다. Orvis의 로고타입은 유려한 곡선과 세리프로 고급스러운 무드를 지니고 있으며, 오픈된 형태의 알파벳 ‘O’를 사용하여 언제나 고객을 환대하는 클럽 하우스와 사계절 내내 아름다운 필드의 경험을 반영하였습니다. Orvis의 그래픽 모티브는 일상에서 벗어나 자연과 하나가 되는 특별한 순간을 포착합니다. 클럽하우스의 건축 양식을 닮은 타원형의 그래픽은 평온한 자연을 상징하는 그린 컬러와 고급스러운 감성의 샌드 컬러를 함께 사용하여 드넓은 그린 필드와 자연의 순환, 풍요로운 휴식과 특별한 즐거움을 모두 포용하는 Orvis만의 브랜드 경험을 표현합니다.
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