CLIENT LG Household & Health Care, Seoul
ROLE Project Manager for Brand Identity Design, Strategy & Development
CREDIT Wordmark design by Sang Eun Yoo, Symbol mark by Yela Lee
Reddot design award winner in Brands & Communications Design 2012
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BACKGROUND
Frostine's is a 100% preservative-free cosmetic product launched by LG Household & Health Care. It challenges the industry by incorporating only safe, natural ingredients.
The key ingredient in Frostine's is 'ramalin,' which is derived from the Ramalina lichen. Ramalin exhibits superior abilities to remove substances that cause skin oxidation, compared to existing cosmetic ingredients. However, it is susceptible to degradation by temperature, humidity, light, and oxygen when used in cosmetics.
To address this challenge, LG Household & Health Care has partnered with the Polar Research Institute, affiliated with the Korea Ocean Research and Development Institute. Together, they are conducting research on polar organisms to develop new, stable cosmetic materials featuring the 'ramalin' ingredient.
Frostine's represents LG's commitment to creating preservative-free cosmetics with powerful, natural actives. The project highlights their focus on innovative, research-backed ingredients from unique environmental sources.
Our agency was tasked with developing a brand story, product concept, brand name, and brand identity system for LG Household & Health Care's new refrigerated cosmetic product line.
CHALLENGE
The absence of any other comparable offerings in the market presented both an opportunity and a challenge. We had to craft a revolutionary narrative to effectively introduce this novel concept to consumers and ensure a successful launch. Additionally, we focused on creating a clear and compelling presentation of this unique product idea.
Ramalin Complex - the main ingredient to be kept referigerated.
Crafting a revolutionary narrative to effectively introduce this novel "icemetic" concept to consumers and ensuring a successful launch was a biggest challenge.
Additionally, we focused on creating a clear and compelling presentation of this unique product idea.
RESEARCH
We conducted an in-depth analysis of the brand concept and market positioning of a cosmetic brand featuring skincare lines, both in Korea and internationally. Based on our research findings, we formulated a comprehensive brand strategy that outlines how we intend to effectively convey the brand to the market, ensuring a strong brand identity rooted in the brand concept and narrative. Our focus was on crafting a distinct brand identity and name that would articulate the underlying concept clearly.
To initiate the process, we identified key brand values using carefully selected keywords as a starting point.
Moodboard was provided by the client.
BRAND CONCEPT
Personified alternative persona & identity of the Cosmetic Product. We aimed to sat up the aspired female image (Role model) & standards of beauty by the brand. Brand name was a mediator connecting products and consumers.
The Virtual Identity of Ms.Frostine :
Age, nationality, and even marital status remain unknown, but she is the enigmatic beauty who captivates her surroundings, Miss Frostine. Possessing a dazzlingly white complexion and an icy yet untarnished purity, she is the owner of contemplative and serene sensibilities. Her transparent beauty and aura make her the object of admiration for all women.
A devout crystalist, she rejects all commercial artificiality, embracing her own expertise and beauty products infused with rare natural ingredients. She stands as an icon of absolute purity.
BRAND STORY
Frostine’s skin shines clear and transparent like cold ice. The undeniable light of passion seeping through her clear and transparent skin says it all. Holding the passion and values of a fervent life, she knows the truth that, for the world of all Frostine’s, skin must be as cold as it is beautiful. Living with a cold, yet warm vitality - “Frost the limit.”
Transmitting the powerful vitality of the polar regions directly to the skin, the first 'Low-Temperature Essential Therapy Cosmetic' that awakens the healthy glow of pure first skin, The Original Icemetic.
FINAL DESIGN
A wordmark type logo, “Frostine's” brand identity design unveils a new beauty paradigm, symbolizing the robust vitality embraced by polar environments. Rooted in the brand's longstanding contemplation of beauty and the unique nuances of its products, the design introduces a fresh perspective.
The arch-shaped typography, reminiscent of European vintage style, evokes the depth, purity, and authenticity established on the foundation of cutting-edge solutions. It embodies a private & exclusive brand promise, conveying a special youthfulness to exceptional women.
The two letters 'F' styled as a sub-graphic motif in the shape of a snow crystal represent the true beauty emanating from the robust vitality preserved within Frostine's coldness. This design symbolizes the inherent beauty of women that shines with clarity and transparency, inspired by the strength of life within Frostine's coolness.
Copyright © Borami Kang 2025
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