CJ O SHOPPING Design & Branding OCOCO BRAND IDENTITY by FIREFLY BRANDING

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OCOCO BRAND IDENTITY

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Industry Retail, Distribution & Rental companies
Media Design & Branding
Market Czech Republic
Agency FIREFLY BRANDING
Photographer Jaroslav Kviz
Released March 2011

Credits & Description

Category: Logo Design
Advertiser: CJ O SHOPPING
Product/Service: GLOBAL FASHION BRAND
Agency: FIREFLY BRANDING
Date of First Appearance: Mar 6 2011
Entrant Company: FIREFLY BRANDING, Prague, CZECH REPUBLIC
Creative Director/Global Chief Executive Officer: Jiwon Shin (Firefly Branding)
Managing Director, Seoul Office: Rudy Joohyung Lee (Firefly Branding)
Head of Marketing: Min Jung Paek (CJ O Shopping)
Design Director: Elisabetta Minischetti (Firefly Branding)
Photographer: Jaroslav Kviz (www.kviz.info)
Media placement: Logo - TV Shopping Network - 6 March 2011
Media placement: Shopping Bag - TV Shopping Network - 6 March 2011
Media placement: Hang Tag - TV Shopping Network - 6 March 2011
Media placement: Gift Box - TV Shopping Network - 6 March 2011

Describe the brief from the client
CJ O Shopping Company had the ambitious goal of entering the highly competitive fashion market, breaking ground in this category for the first time ever. They needed a brand concept, name and visual identity that would establish a differentiated position in a crowded market and set them in the right direction towards preoccupying the mass online market.

The client team developed a creative brand concept—Updated Basic—a clean and simple idea to take classic clothing and add contemporary style. This brand concept then birthed the name, Ococo.

CJ O Shopping Company hired Firefly to develop Ococo’s visual identity system.

Describe the challenges and key objectives
As a fashion brand, we understood that the visual identity would directly link to the style and image of the clothing itself. We challenged ourselves to reflect the brand concept in our design, to create a visual identity that would steer the right direction for the overall image of the brand.

Describe how you arrived at the final design
We took inspiration from their brand concept, name and sense of style, and let our design imagination run with it. What we found was that the spelling of Ococo lent itself perfectly to our goal. The result is symmetrical yet gradient, sophisticated yet playful, and classic yet contemporary. A visual form of Updated Basic.

Give some indication of how successful the outcome was in the market
Following a teaser campaign event in Seoul, Korea, Ococo was launched just earlier this week on its parent company’s TV shopping network, O Shopping. On the first airing Ococo exceeded our client’s total sales goal by 129.1% and sold approximately 6,300,000 won ($5,620) per minute during the first two hours.