FORMEL CAMELE

PROJECT:

FORMEL

CAMELE

Form of Change, FORMEL CAMELE Brand Renewal Project.

INFORMATION:

Formel Camele is the leading women's accessory brand under TRIBONS. In 2017, it was established with the goal of embodying both "Formel" (conventionality) and "Camele" (versatility), catering to trendy women while maintaining their individual styles.
During this brand renewal, we recognized the challenges in conveying the brand's philosophy to consumers. Through redefining the brand's essence, we focused on enhancing points of connection that allow FormeCamele to approach consumers with an easier and more intuitive language that belongs uniquely to the brand.
In FormelCamele, "Formel" stands for the 'essence redefined as basic, circular, and foundational,' represented by 'Form' after redefinition. "Camele" represents 'the possibility of one change, diversity,' captured more intuitively as 'Change' after redefinition.
Developing the brand tagline "Form of Change," we defined FormeCamele as a brand that encompasses 'all forms of change,' supporting individuals of this era to express and project themselves in various ways, sensibly and creatively. This narrative pervades all contexts, encouraging a vivid and enjoyable narrative, adding depth and meaning to each moment.

Project Team:

Director : Kyunghee Baik
Product general manager : Soyoung Chio
Chef designer : Eunnarae Lee
Marketing & Visual Creative
Brand Marketer : Narae Yang
Visual Director : Jueun Lee
Photographer : Kyusang Yoom / Stylist : Eunji Jo

WW - Worth it & Worthy
Creative Director : Bohyun June Kook
Brand Strategy : Bohyun June Kook
BX Design : BE BASED ON BRAND

Displine:

Brand Identity
Design Application

Client:

TRIBONS
FORMEL CAMELE

instagram@formelcamele
www.pastelmall.com

Year:

2022

 

Form of Change

“FORMEL CAMELE is a total shoes brand that pursues the basic of fashion style and
incorporates various changes so that everyone can express their diverse tastes”

LOGOTYPE / TYPEFACE



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