AMOREPACIFIC
AMOREPACIFIC
AMOREPACIFIC
My Team
My Team
Duration
Duration
4 Months
4 Months
4 Months
My Role
My Role
UI Design
Art Direction
UI Design
Art Direction
UI Design
Art Direction
Tools
Tools
Problem
Problem
Problem
Inconsistent visuals and confusing navigation alienate the 40–60 audience. This creates a friction filled experience that compromises the luxury feel.
Inconsistent visuals and confusing navigation alienate the 40–60 audience. This creates a friction filled experience that compromises the luxury feel.
Solution
Solution
Solution
Refined filters and optimized navigation create a seamless user journey. This standardizes the visual style to restore a premium luxury feel.
Refined filters and optimized navigation create a seamless user journey. This standardizes the visual style
to restore a premium luxury feel.
PROJECT OVERVIEW
Research & Art Direction
OUR VISION
Deliver an holistic digital experience that mirrors the innovation and luxury of AMOREPACIFIC. We believe premium skincare should be as intuitive as it is indulgent.
Deliver an holistic digital experience that mirrors the innovation and luxury of AMOREPACIFIC. We believe premium skincare should be as intuitive as
it is indulgent.
Deliver an holistic digital experience that mirrors the innovation and luxury of AMOREPACIFIC. We believe
premium skincare should be as intuitive as it is indulgent.
COMPETITOR ANALYSIS
INSIGHTS VIA WEB ANALYSIS
INSIGHTS VIA WEB
ANALYSIS
After carefully analyzing the existing AMOREPACIFIC website, these three pain points stood out as the most critical : visual clutter that hinders navigation, accessibility gaps for the core 40–60 demographic, and a brand disconnect that makes the premium shopping journey feel cold and transactional.
After carefully analyzing the existing AMOREPACIFIC website, these three pain points stood out as the most critical : visual clutter that hinders navigation, accessibility gaps for the core 40–60 demographic, and a brand disconnect that makes the premium shopping journey feel cold and transactional.
Visual Clutter:
Excessive on-screen elements create high cognitive load, making the interface difficult to navigate and ultimately diluting the brand’s sense of elegance and clarity, which hurts usability and the user experience.
Inaccessible
Low contrast, small typography, and unclear call to actions which create significant barriers for the core 40–60 demographic, hindering usability and alienating the brand’s most loyal customer base.
Disconnection:
The digital experience feels overly transactional and cold, creating a gap in brand resonance. It fails to translate the emotional warmth and curated care that defines the AMOREPACIFIC heritage.
Visual Clutter:
Excessive on-screen elements create high cognitive load, making the interface difficult to navigate and ultimately diluting the brand’s sense of elegance and clarity, which hurts usability and the user experience.
Inaccessible
Low contrast, small typography, and unclear call to actions which create significant barriers for the core 40–60 demographic, hindering usability and alienating the brand’s most loyal customer base.
Disconnection:
The digital experience feels overly transactional and cold, creating a gap in brand resonance. It fails to translate the emotional warmth and curated care that defines the AMOREPACIFIC heritage.
Visual Clutter:
Excessive on-screen elements create high cognitive load, making the interface difficult to navigate and ultimately diluting the brand’s sense of elegance and clarity, which hurts usability and the user experience.
Inaccessible
Low contrast, small typography, and unclear call to actions which create significant barriers for the core 40–60 demographic, hindering usability and alienating the brand’s most loyal customer base.
Disconnection:
The digital experience feels overly transactional and cold, creating a gap in brand resonance. It fails to translate the emotional warmth and curated care that defines the AMOREPACIFIC heritage.
ART DIRECTION
Design Direction
Vivid Wilderness
This experience is all about capturing AMOREPACIFIC’s essential harmony between natural vitality and high end elegance. By utilizing a palette of vibrant greens and soft golds, the interface radiates a fresh, energetic spirit while maintaining its luxury positioning. The visual language pairs crisp, modern imagery with organic elements like dewy textures and filtered light to create a sensory atmosphere that feels welcoming rather than cold. Strategically, the experience is tailored for the brands core 40–60 demographic. By prioritizing navigational familiarity and visual clarity, the design ensures a frictionless journey for loyal customers, while the refined aesthetic successfully invites a younger, millennial audience into the brand story.
This experience is all about capturing AMOREPACIFIC’s essential harmony between natural vitality and high end elegance. By utilizing a palette of vibrant greens and soft golds, the interface radiates a fresh, energetic spirit while maintaining its luxury positioning. The visual language pairs crisp, modern imagery with organic elements like dewy textures and filtered light to create a sensory atmosphere that feels welcoming rather than cold. Strategically, the experience is tailored for the brands core 40–60 demographic. By prioritizing navigational familiarity and visual clarity, the design ensures a frictionless journey for loyal customers, while the refined aesthetic successfully invites a younger, millennial audience into the brand story.
Welcoming
Welcoming
Welcoming
Fresh
Fresh
Fresh
Refined
Refined
Refined
Holistic
Holistic
Holistic
BRAND ARCHETYPE
THE CREATOR
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THE CREATOR
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THE CREATOR
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THE CREATOR
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THE SAGE
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THE SAGE
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THE SAGE
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THE SAGE
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UI Design
MOBILE SCREENS
NEW FEATURE
DESKTOP
DESIGN SYSTEM
COLORS
CARDS & VISUALS
TYPOGRAPHY
DESIGN SYSTEM
