BRAND VISUALIZATION OF A COMPANY SELLING SCANDINAVIAN DESIGN

Abstract

There is a strong Scandinavian design trend in South Korea. Together with the growing economy it makes South Korea a very potential market for Scandinavian design products. However, to be successful in that market, a proper branding is required. The goal of this study was to create a solid branding for a starting company “Aamutulee” selling Scandinavian design in South Korea via an online store. The brand needed to be specifically targeted to South Korean consumers and create a strong positive association with Scandinavia and Scandinavian design. The brand creation was done by first conducting a research survey to study the target market and the local preferences. Then the gained information was used together with the related knowledge of branding throughout the design process of the different elements of the brand. The outcome of the work was a well thought brand platform for the company, and a matching design guide and visual identity including brand mark, logotype and typeface. The survey research was found to be very useful for the work and the gathered information influenced all the parts of the brand. Together the brand platform, design guide and the visual identity form a solid branding for the company and provide a clear track for the future expansions of the brand.