Four identity hypotheses for one business

PIUPIU / BI DIRECTION & PACKAGE SYSTEM

KOREA / BEAUTY BRAND IDENTITY

The business and product range had room to grow, but needed decision criteria for the consumer impression it should own and how that impression should extend across the portfolio.

We tested four directions under the same conditions, varying wordmark structure, emotional tone, product imagery and package scalability rather than narrowing too early.

• Brand impression hypotheses
• Four wordmark directions
• Moodboard by direction
• Product visual application
• Package expansion test
• Comparison criteria
• BI proposal system

Each direction was reviewed for real-container and carton legibility, portfolio expansion, print area and information hierarchy.

• D2C
• BEAUTY E-COMMERCE
• RETAIL & GLOBAL EXPANSION

• Wordmark grids
• Moodboards by direction
• Product and package mockups
• Four-direction comparison board

The identity was extended beyond a logo into model, product, color and content frames to compare how each direction would work in a real sales environment.

The work turned one business into four visual hypotheses and delivered a BI decision system that can expand into products and channels after selection.