Petite Amélie,
A Dutch children's brand, redesigned for the Korean family.
Brand Design
Typography System
E-commerce Design
2021 – 2024
Petite Amélie (France / Netherlands)
| Background |
| The goal was to keep the brand's sensibility intact while redesigning it in a language Korean consumers could take in naturally. Petite Amélie entered the Korean market with no brand awareness at all. The work covered the brand visuals for the Korean market across the board — from developing the brand design and messaging guide to designing the Korean typography system, building e-commerce, and refining UGC content. |
| Brand Design & Messaging Guide |
| It was translated into the context of the Korean consumer. A brand design and messaging guide suited to the Korean market was developed. While preserving the global brand's identity, the work established a communication direction aligned with Korean consumers' preferences and sensibilities. This guide became the standard for every subsequent application across media. |
| Typography System Hangul typography was the work of carrying the brand's character over intact. To render the sensibility of the global brand's English typeface Optima — elegant and warm — in Korean, Spoqa Han Sans Neo was selected, and the entire typography system was designed around it. Across every touchpoint — header images, PDPs, social media — a standard was defined so that the brand's impression would hold even when English and Hangul were read together. |
| E-commerce Design Naver Smart Store was built up as the primary e-commerce channel for the Korean market. The store branding, product listings, and PDP design were all produced firsthand. Based on the role a PDP plays on Korean e-commerce platforms, three detail pages were designed to convey both the product's qualities and the brand's sensibility. Global product information was restructured to meet Korean e-commerce requirements. |
| UGC Curation |
| Holding the brand tone was not a matter of self-shot photography alone. UGC photos posted by customers were selected and refined to fit the brand's tone and style. The curation turned on which images held their consistency once placed within the brand feed, and that standard created the visual coherence of the social media channels. |