Monday, May 08, 2023
INNISFREE officially announced its rebranding at the end of February 2023. Drawing inspiration from its roots in Jeju Island, the brand unveils THE NEW ISLE: a place of inspiration, freedom, and active ingredients. The brand also proudly introduces a new brand ambassador, Kim Min-Gyu (member of SEVENTEEN) who will be joining Won-Young (member of IVE), INNISFREE’S brand ambassador since July 2021.
The new logo combines both uppercase and the lowercase letters to not only create an energetic, confident brand image but to also hold the value of respect for various forms of beauty.
The new brand slogan, Effective, Nature-Powered Skincare Discovered from the Island, carries the can-do spirit that is unique to INNISFREE of delving into the infinite nature and energy of the brand’s new island, THE NEW ISLE, while trailblazing the area of healthy beauty. THE NEW ISLE being newly introduced by INNISFREE is an isle in the midst of the blue green ocean filled with mystical energy, a place where everyone can enjoy the nature and be complete.
INNISFREE also brought the color to life. Active Green is an original color developed by INNISFREE which will be applied consistently in the packaging system and stores to underline the natural energy and active ingredients.
THE NEW ISLE campaign video, which signals the transformation of INNISFREE, reinterprets the brand’s isle world view that carries the meaning, innis (island) and free (freedom), while pushing the boundaries of the new world view. The clip captures the spirit of pioneers, explorers, and challengers in the vast nature through the lively, energetic movements of the brand persona to convey THE NEW ISLE world view, INNISFREE’s newfound isle.
Watch INNISFREE THE NEW ISLE video:
With the INNISFREE isle filled with mystical energy and the infinite possibilities of nature in the background, four people including Jang Wonyoung and SEVENTEENS’s MINGYU swim under the sea surrounded by the light, water, and rocks and breathe in the oxygen. At the same time, they rhythmically express active ingredients they have obtained from mother nature.
The ad conveys the message of the campaign by showing different entities that make up the isle roaming about sometimes on their own and sometimes altogether. Then, they come across INNISFREE and discover their innate, healthy beauty, which makes them complete as their true selves.
In the video, MINGYU portrays the powerful moisturization in the green tea forest, the essence of the brand and the source of INNISFREE’s key ingredients. Jang Wonyoung, on the other hand, effectively depicts the brightening effect as a muse of green tea enzymes that INNISFREE developed recently.
The simple set of instruments used in the background music and the lyrics that repeat the word “free” make viewers focus on the freedom of the INNISFREE isle, and the voguing dance performance that becomes fiercer as the ad progresses makes the video seem like a spectacular music video.
