Duffy & Partners, the internationally recognized branding and design firm, expands its overseas portfolio with the redesign of Amore Pacific’s Innisfree brand skincare line. The Innisfree brand was launched in 2000, as South Korea’s first natural cosmetics brand and sold exclusively in 200+ Innisfree retail stores throughout the country. Known as the leading cosmetic brand in Asia, Amore Pacific turned to Duffy & Partners to create a new brand expression that would capture the purity and natural ingredients of its Innisfree face, body and men’s products. These new designs propelled a dual launch -the fresh look for the entire brand portfolio, as well as the introduction of the new Magic Floral line.

Innifree’s old brand presentation consisted of fragmented design that struggled to unify messaging for the consumer. Through the new packaging, Duffy & Partners was able to create a consistent architecture and brand expression. New iconography was created for each product to complement the current logo. Duffy & Partners also created a style guide for the Innisfree design team to apply across collections and product lines as they continue to expand the Innisfree brand. Color is used to designate each line while also enhancing the collection’s meaning, strengthening shelf presence and reinforcing a strong presentation. A palette was chosen to reflect the pure colors of nature, with the belief that natural imagery can be easily recognized in any part of the world.

The Magic Floral launch has quickly became Innisfree’s top-selling collection of all time as measured in both sales volume and revenue. Magic Floral performance was 30% higher than all other new products launched by Innisfree in 2009.

The refreshed design will increase awareness for Innisfree, as it plans to expand participation into major global markets in the near future. This project is Duffy & Partners’ second one with Amore Pacific.