Client:
Personal Project (100%)
Period:
Mar - Apr 2026
Services:
Brand Identity
Visual System Design
Rebranding
Output:
Brand book
6-system
5 SKU mockups
IMG.01 · final packaging line-up
Hero shot — five rebranded SKUs lined
up on a warm sand surface, side light,
new wordmark visible across the row.
16:9 · 1320 × 780 · final packaging photo
01
Chapter — The Origin
Strong product,
forgettable brand.
CNP is a dermacosmetic brand started by skin doctors in the early 2000s and acquired by LG H&H in 2014, crossing ₩100B in revenue. But the brand still wears the clinic scaffolding, while the category is now crowded with Dr.G, La Roche-Posay, COSRX, The Ordinary. One sentence kept coming back in user research: "fine, but I'd swap it for anything." Functional trust, no emotional pull. CNP sat at the bottom of the cart, never inside a routine.
The brief read "rework the logo." The real problem was scope: keep the existing proof, add a daily voice — without becoming yet another category-average dermacosmetic brand.
Read the brief
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Diagnosis · 01
Emotional gap,
no reason to stay.
People used CNP to fix a problem, not to belong somewhere. The brand had functional trust but no emotional reason to stay in the routine after the symptom cleared. Brand recall stayed low because nothing in the experience asked the user to keep coming back.
Symptom · low brand recall
Diagnosis · 02
Category drift,
"clinic" is now the floor.
Every dermacosmetic brand now claims clinical heritage. CNP's "made by skin doctors" line, once a real differentiator, started reading as the category default — table stakes, not a position. Clinic alone could no longer carry the brand.
Market · 3rd-gen dermacosmetic
Diagnosis · 03
Z-gen disconnect,
a packaging problem.
22–32 urban women want skincare that recognises their daily state — late nights, city dryness, accumulated stress. CNP's existing packs read like a pharmacy shelf, not a lifestyle. The disconnect was visible before it was verbal.
Audience · 22–32 women, urban
02
Chapter — Craft
Brand · concept & story
IMG.02 · brand pillars & voice grid
3:2 · 1352 × 680 · brand book spread mock
Clinical Warmth,
in five sentences.
System · logo, color, grid
IMG.03 · wordmark & six-system board
3:2 · 1352 × 680 · color · grid · type · texture
A wordmark, six rules,
one daily voice.
03
Chapter — The Final Piece
IMG.04 · physical packaging — final mockups
Physical packaging — final mockups · translucent
bottle reveals the formula across the 5 SKU set.
The opaque stainless was retired so the formula itself becomes the proof.
16:9 · 1320 × 761 · printed sample photo
Takeaways.
The hardest call wasn't visual — it was scope. The brief asked for a logo rework. The real problem was a category drifting under everyone's feet, and a brand that had to keep its proof while adding a daily voice for the first time.
Clinical Warmth held because it didn't replace the trust — it added the layer the trust was missing. The clinic stayed in the wordmark and the formulation language; the warmth came in through softer typography, calmer color, and a translucent bottle that let the formula stand for itself.
Brand book + six-system visual rules + five SKU printed mockups. The material change — opaque stainless to translucent bottle — was the call the client kept coming back to. The formula became the proof.
Experiece CNP
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