Show the outcome.
Reveal the decision.

01BUILD

New brand build

02DEVELOP

Hero product development

03REBUILD

Brand repositioning

04ENTER

Domestic and global entry

05SCALE

Post-validation scale

DERMASOME / STEP 1–3 FOOT DERMACOSMETIC ROUTINE project evidence

01BUILDLAUNCHED / SCALING

Turning problem foot care into a pharmacy and e-commerce routine

BRAND STRATEGYPRODUCT DEVELOPMENTOEM·ODMQUASI-DRUGCLINICALPHARMACYCOMMERCE

20,000+ UNITS / 3 MONTHS↗

MED.PCENT / 7-SKU REBRAND + 3 NEW SKUS project evidence

02REBUILDREBRAND / PRODUCT MASTERPLAN

Seven products already selling. One system built for two markets.

KOREA × CHINA7 SKU REBRAND3 NEW SKUINGREDIENT IP28-WEEK WBSMARKET ENTRY

07 REBRAND + 03 NEW / 28 WEEKS↗

CAREFLEE / TOPICAL MAGNESIUM BODY SPRAY project evidence

03REBUILDBRAND · PRODUCT · VISUAL SYSTEM

From magnesium you swallow to magnesium you spray

REPOSITIONINGPRODUCT CONCEPTTOPICAL MAGNESIUMPACKAGECONTENT

INGEST → SPRAY-ON ROUTINE↗

04BUILDNAMING / BRAND & PRODUCT SYSTEM

Connecting skin concerns to brand language and three SKU roles

MARKET ANALYSISNAMINGBRAND STRATEGYPORTFOLIOPRODUCT DEVELOPMENT

BRAND LANGUAGE + 3 SKU↗

PIUPIU / BI DIRECTION & PACKAGE SYSTEM project evidence

05BUILDBI DIRECTION STUDY / PROPOSAL

Four identity hypotheses for one business

BRAND STRATEGYBI DIRECTIONVISUAL IDENTITYPACKAGE SYSTEMDIRECTION STUDY

1 BUSINESS → 4 BI DIRECTIONS↗

PROJECT FILES REAL WORKING MATERIAL

Not just final images.
The work behind them.

CAREFLEE visual system and applications — **BRAND DESIGN**From direction to application

DERMASOME product and package specifications — **PRODUCT & PACKAGE**From formula to production

DERMASOME test and consumer validation evidence — **PROOF & CLAIMS**From test result to market language

03 대표 수행 프로젝트

Strategy carried through
to real execution.

Founder Kim Duri led these projects across identity, product communication, commerce content and retail.

01브랜드 전략 · BI · 패키지+

Four identity directions compared for one business

PIUPIU / BI 방향 제안

02비주얼 시스템 · 캠페인 · 옥외광고+

Visual identity applied across packaging and media

CAREFLEE / 비주얼 시스템

03아트디렉션 · 캠페인 · 제품+

Brand campaign connecting model and product

PIUPIU / 뷰티 캠페인

04아이덴티티 · 그래픽 규칙 · 적용+

Identity rules applied to real brand touchpoints

CAREFLEE / 브랜드 시스템

05제품 비주얼 · 스틸 촬영 · 콘텐츠+

Product stills translating formula and ingredients

PIUPIU / 제품 콘텐츠

06리브랜딩 · 콘셉트 · 디지털+

Rebranding and concept expansion without losing equity

LUSIS / 브랜드 리뉴얼

07상세페이지 · 제품 스토리 · 구매전환+

Turning brand language into a commerce journey

LUSIS / 온라인 판매 콘텐츠

08콘셉트 · 패키지 · 생산+

Connecting concept imagery to package structure

LUSIS / 패키지 시스템

09뷰티 콘텐츠 · 아트디렉션 · 캠페인+

Beauty art direction where product and model work together

BEAUTY / 아트디렉션

10콘텐츠 · 모델 · 사용 장면+

A content campaign designed around product-use contexts

BEAUTY / 콘텐츠 캠페인

11웹 · 제품 스토리 · 커머스+

A web experience balancing product information and buying rhythm

BEAUTY / 웹 디자인

12글로벌 VMD · 전시 · 리테일+

Brand experience expanded into a global exhibition

BEAUTY / HONG KONG COSMOPROF

13VMD · 플래그십 · 매장 경험+

Turning an entire flagship into one selling language

BEAUTY / 플래그십 VMD

The same category can carry an entirely different business problem.

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Show the outcome.Reveal the decision.