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2025.04
Liaison de LOREN
리에종드로렌
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CLIENT
(주)리에종드로렌
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INDUSTRY
Beauty -
SERVICE
Creative Strategy ,
Branding(BI) ,
Verbal Identity ,
Packaging ,
Web(UX&UI) ,
Graphic ,
Illustration
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THE CLIENT
클라이언트
Liaison de LOREN was born in the heart of Paris, where elegance meets innovation. Inspired by the timeless beauty and effortless grace of Parisian women, Liaison de LOREN offers cutting-edge skincare solutions designed for slow aging. By combining advanced age-delaying technology with rare, natural ingredients, the brand goes beyond aesthetics—honoring the radiant evolution of every woman and tuning into the skin’s natural rhythm. The name Liaison de LOREN draws from the French word liaison, meaning "connection"—a reflection of the brand’s philosophy rooted not in mere combination, but in harmonious balance and organic unity. Guided by this belief, Liaison de LOREN envisions beauty as a graceful equilibrium between inner vitality and outer elegance, offering a holistic approach to refined, radiant well-being.
Liaison de LOREN은 우아함과 혁신이 만나는 파리의 중심에서 탄생했습니다. Liaison de LOREN은 슬로우 에이징을 위한 혁신적인 스킨케어 솔루션을 지향하는 동시에, 시간에 구애 받지 않는 파리지앵 여성들의 아름다움과 자연스러운 우아함에서 영감을 받았습니다. 첨단 노화지연 기술과 자연의 희귀한 자연 성분을 결합한 혁신적인 스킨케어 솔루션을 통해 Liaison de LOREN은 단순히 아름다움을 추구하는 것을 넘어 여성이 지닌 자연스럽고 빛나는 진화를 존중하고 피부 본연의 리듬에 귀 기울이려 노력합니다. Liaison de LOREN의 ‘Liaison’은 ‘연결’을 의미하는 프랑스어로서, 단순한 결합이 아닌 조화로운 균형과 유기적 연결이라는 브랜드 철학을 담고 있습니다. 이러한 철학을 바탕으로 Liaison de LOREN은 내면과 외면의 아름다움이 조화를 이루는 건강하고 우아한 미의 본질을 완성하는 브랜드 비전을 지향합니다.
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THE OBJECTIVE
목적
Rooted in 60 years of expertise from an ingredient research lab in Lorraine, northeastern France, Liaison de LOREN brings together high-performance skincare science and the rich narrative and artistic sensibility of Paris. YNL Design has crafted a comprehensive brand identity that harmonizes the brand’s functional excellence with its emotional resonance—developing its visual identity, storytelling, packaging design system, photography direction, and UI/UX assets. The brand slogan, “Miracle de Liaison,” embodies this vision—uniting timeless Parisian inspiration with advanced skincare science to create a miracle of enduring beauty. It is a tribute to the profound connection between nature and innovation, the past and the future, the self and the skin. Liaison de LOREN’s sophisticated skincare solutions are crafted through a precise fusion of pure, carefully selected natural ingredients and breakthrough technologies. The result is the Miracle de Liaison—a balanced ritual that nurtures resilience from within and transforms it into luminous beauty on the surface. More than skincare, it is a timeless aesthetic experience that transcends trends and redefines modern elegance.
Liaison de LOREN은 프랑스 북동부 로렌 지역에 위치한 원료 연구소의 60년 노하우, 첨단 과학이 담긴 혁신적인 피부 개선 효능, 파리가 지닌 풍부한 내러티브와 예술적 감수성를 지닌 브랜드입니다. Liaison de LOREN의 슬로건 “Miracle de Liaison”은 변함없는 아름다움을 간직한 Paris에서 얻은 영감과 진보된 피부 과학을 하나로 연결하여 영원한 아름다움을 실현하는 브랜드 철학과 비전을 담고 있습니다. 자연에서 엄선된 순수한 성분과 혁신적인 기술이 어우러진 Liaison de LOREN의 정교한 스킨케어 솔루션이 선사하는 ‘Miracle de Liaison’은 피부 내면에서 시작된 강인한 생명력을 외면의 빛으로 이끄는 균형 잡힌 리추얼로 스킨케어를 넘어 시대를 초월한 미학을 완성합니다. YNL Design은 Liaison de LOREN이 지닌 기능적 가치와 감성적 가치를 조화롭게 전하기 위해 브랜드 아이덴티티 디자인과 브랜드 스토리, 패키지 디자인 시스템, 포토그래피 디렉션, UIUX 등 다양한 브랜드 자산을 구축했습니다.
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THE SOLUTION
해결방안
The Liaison de LOREN logotype reinterprets the elegance of classic serif typography with a modern sensibility. Designed to convey refined beauty, it harmoniously blends soft curves with sleek, structured lines—clearly articulating the identity of a premium skincare brand. Careful attention was given to the spacing and balance between each letter to emphasize sophistication and luxury. A systematic logo system was developed to ensure a consistent look and feel across all customer touchpoints, from packaging to the website, reinforcing the brand’s visual coherence and high-end presence. The iconic symbol of Liaison de LOREN embodies the brand’s vision of infinite beauty—seamlessly connecting timeless Parisian elegance with advanced skincare science. Derived from the brand name’s meaning of “connection,” the symbol features two interlinked L’s, representing the brand’s continuous innovation and inspirational essence. With its perfect balance of horizontal and vertical proportions and the motif of unbroken linkage, the symbol communicates Liaison de LOREN’s dedication to authenticity and lasting beauty through ongoing scientific and aesthetic innovation. The packaging design system reflects a refined sense of balance and restraint, reinforcing the elegant and sophisticated identity of a French luxury brand across various customer touchpoints. Embossed finishing techniques highlight the elegance of the logo, while the use of premium textured papers and separately designed gift boxes elevate the unboxing experience into something truly special. The primary brand color—an elegant, weighty navy—symbolizes Liaison de LOREN’s commitment to sustainable beauty solutions and communicates both scientific credibility and refined French sensibility. Supporting colors such as silver, blue, and sky blue are featured on the lower part of the packaging to intuitively express the unique benefits of each product. To further express the brand’s French identity, we developed illustrations featuring iconic landmarks of France, including the Eiffel Tower and Arc de Triomphe. These delicately drawn visuals, full of graceful charm and careful detail, serve as a key brand asset—evoking France’s rich cultural heritage and offering customers a storytelling experience that feels like a meaningful gift. Created to celebrate the brand launch and generate excitement, Liaison de LOREN’s 3D motion graphics bring the brand’s values to life with elegance and impact. Flowing silk fabrics dynamically form the 3D symbol, visually expressing the brand’s core philosophy of continuous innovation and seamless connection in a poetic and immersive way.
클래식한 감성의 세리프를 현대적인 감성으로 재해석한 Liaison de LOREN의 로고타입은 부드러운 곡선과 세련된 직선이 조화롭게 어울리는 정제된 아름다움을 전하며 프리미엄 브랜드의 정체성을 명료하게 표현하도록 개발되었습니다. 각 레터 간의 간격과 여백의 균형미를 통해 세련미와 고급스러움을 강조했고, 패키지와 웹사이트를 비롯한 다양한 고객 접점에서 일관된 룩앤필을 유지할 수 있도록 체계적인 로고 시스템을 구축하였습니다. Liaison de LOREN의 아이코닉한 심볼은 타임리스한 아름다움을 간직한 Paris에서 얻은 영감과 진보된 피부 과학을 하나로 연결하여 무한한 아름다움을 향한 브랜드 비전을 실현합니다. 연결을 뜻하는 ʻLiaison de LOREN’의 네임에서 유래하여 두 개의 L이 완벽히 연결된 심볼은 지속적인 혁신으로 특별한 영감을 선사하는 브랜드 정체성을 상징합니다. 유니크한 심볼은 가로와 세로 비율의 완벽한 균형과 끊임없는 연결을 통해 Liaison de LOREN이 지향하는 아름다움에 대한 진정성과 지속적인 혁신을 전합니다. 절제된 균형미가 돋보이는 패키지 디자인 시스템을 통해 우리는 다양한 고객 접점에서 우아하고 세련된 프렌치 브랜드의 정체성을 강화하고자 했습니다. 제품의 패키지에는 형압 후가공을 적용하여 로고의 우아함을 돋보이게 만들었고 고급스러운 질감의 지류와 선물용 패키지를 별도로 제작하여 고급스러운 선물과 같은 특별한 경험을 연출했습니다. BI의 메인 컬러로 사용된 무게감 있는 네이비 컬러는 지속 가능한 뷰티 솔루션에 대한 Liaison de LOREN의 진정성을 담고 있으며, 스킨케어에 대한 연구 전문성과 고급스러운 프렌치 감성을 효과적으로 전합니다. 패키징 하단에 서브 컬러로 사용된 실버와 블루, 스카이블루는 각각의 제품이 지닌 특장점을 직관적으로 표현합니다. 우리는 에펠탑과 개선문을 비롯해 프랑스를 대표하는 상징적인 랜드마크들을 그린 일러스트레이션으로 프렌치 브랜드의 정체성을 강화했습니다. 세심한 터치와 우아한 감성이 돋보이는 드로잉은 프랑스가 지닌 문화적 유산과 풍부한 내러티브를 전하는 브랜드 에셋으로서 고객에게 특별한 선물과 같은 브랜드 경험을 선사합니다. Liaison de LOREN의 3D 모션 그래픽은 브랜드 런칭을 기념하고 고객들에게 기대감을 선사하기 위해 제작되었습니다. 풍성한 실크 소재의 패브릭이 역동적으로 움직이며 3D 심볼을 구성하는 모션 그래픽은 브랜드가 지향하는 끊임없는 혁신과 연결의 가치를 더욱 생동감 있게 전달합니다.
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