AREUMÉ
Scope of Work
Visual Identity
Description
The name Areumé, rooted in the Korean word for beautiful and elegant, embodies the core philosophy of the brand: to enhance natural beauty with sophistication and grace. As a premium skincare brand, Areumé aspires to bridge the gap between luxury and accessibility—offering high-quality, dermatologist-approved products that remain within reach for everyday consumers.
The product line is carefully curated to address diverse skincare needs, from acne treatment and anti-aging solutions to daily essentials like serums, moisturizers, sunscreens, lip balms, toners, and sheet masks. Each product is crafted with a focus on safe, effective, and high-quality ingredients, reinforcing the brand’s dedication to premium
skincare that prioritizes skin health and beauty.
The logo design must reflect this balance of luxury and approachability. It should communicate an image of refinement and elegance, while
maintaining a modern simplicity that resonates
with a younger, style-conscious audience. Inspirations are drawn from timeless elements
often associated with high-end beauty—clean lines, harmonious shapes, and subtle symbolism that evoke purity, softness, and confidence.
Approach
The visual direction is inspired by the term ‘V-shaped face’. It refers to an aesthetically desirable facial structure characterized by a slender, narrow forehead, wider cheeks, and a slim, pointed chin, creating a shape like the letter “V”. This form is associated with youthfulness, elegance, and balanced facial proportions and can be achieved through natural methods like facial exercises and a healthy diet, or professional treatments.
The logomark/icon showing the transformation process to a ‘V-shaped face’ and the logotype using a serif font with delicate curves, suggesting luxury, elegant, and timeless mood.
