“Clarins: New Name, New Beginning” is an on-going project with one of the Double W’s clients, Clarins, providing conceptual spatial ideations and solutions for the brand’s new store & pop-up event.New Store: “I’m a Lax Gardener”
Gardeners, commonly viewed as dedicated and intuitive professionals, are similar to the everyday workforce, and through the new branding ideation of “I’m a Lax Gardener” will enable Clarins to gently transform the brand’s concept by sharing a sustainable-luxury experience that inspires the Millennials and the Gen-Z to celebrate a sedate and relaxed lifestyle.Pop-Up Event: “ㄴ” > “ㅇ”
Generally, when brands are developing an image and the experience associated with such an image, brands tend to change their visual presentation such as the logo, brand color, etc. We cannot agree more that visual communication is indeed important; however, one factor that the majority of brands neglect is verbal communication.
A brand experience begins from the second a customer reads the brand’s name. Instantly, people are already building a context around it. This is the reason why we are focusing on a transition of the pronunciation. Dedicating this event to symbolizing the transformation, will give a fresh image to the customers and shift its ambiance.