Delivered

Brand Structure
Visual Audit
Visual Identity
Illustration
Website design
Package design

Collaboration

3D design with
JM Design

We support your love, hope&joy and your healthy lifestyle! – Life Essentials

Challenge

hope&joy is a start-up intimate company in Korea. They used to be the B2B name for the intimate brand called OnderNatural^®. The client looked for an umbrella brand to stretch a range of healthy life cycle brands for everyone; OnderNatural^®(Intimate brand) and Baven^®(baby planning brand).

Connecting to all generations!

Their hope&joy symbol represents a symbol of ‘love’ and ‘and’ to link our life from youth to old age.

hope&joy is a mother brand for connecting intimate&family planning brands to the life cycle(OnderNatural^® and Baven^®) for everyone.

A brand colour palette set is able to cross all over the brands!

hope&joy has 7 different colours. Their primary, secondary colours and colour propositions from their colour palette are able toconnects to sub-brands distinguishing each brand while embracing a distinctive visual style.

hopd&joy’s brand overview

hope&joy
Mother Brand
_(B2B)

ONDERNATURAL®
Intimate Brand
_(B2C)

Baven®
Family Planning Brand
_(B2C)

Illustration System

The illustration system visualises hope&joys’ target audiences in a friendly way for both young professional and family lifestyles. Also, the founders and their team illustration gives an opportunity to introduce their team to their audience at a relaxed and personal level.