# Company Brand FY2 S1 V1

# Document Scope

In this document, we explore and establish our brand identity. We target to apply this brand identity broadly across all our potential businesses. 

We will first discuss established brand identity and then explain the exploration process which led to the established brand identity. 

# Brand Identity

[Life Goes On.mp3](Company%20Brand%20FY2%20S1%20V1/Life_Goes_On.mp3)

### Examples

- Wearable Devices
    
    
    ![Untitled](Company%20Brand%20FY2%20S1%20V1/Untitled.png)
    
    ![Untitled](Company%20Brand%20FY2%20S1%20V1/Untitled%201.png)
    
    ![Untitled](Company%20Brand%20FY2%20S1%20V1/Untitled%202.png)
    
- Media Contents
    
    
    ![DALL·E 2023-11-28 01.07.14 - A photo of a single, thick hardcover fashion magazine displayed at a bookstore. The magazine is designed by the soft luxury brand named Junwon, featur.png](Company%20Brand%20FY2%20S1%20V1/DALLE_2023-11-28_01.07.14_-_A_photo_of_a_single_thick_hardcover_fashion_magazine_displayed_at_a_bookstore._The_magazine_is_designed_by_the_soft_luxury_brand_named_Junwon_featur.png)
    
    ![DALL·E 2023-11-28 01.07.18 - A photo of a fashion magazine on display at a bookstore. The cover of the magazine is designed by the luxury brand Junwon, with a mostly matte ivory c.png](Company%20Brand%20FY2%20S1%20V1/DALLE_2023-11-28_01.07.18_-_A_photo_of_a_fashion_magazine_on_display_at_a_bookstore._The_cover_of_the_magazine_is_designed_by_the_luxury_brand_Junwon_with_a_mostly_matte_ivory_c.png)
    
    ![Untitled](Company%20Brand%20FY2%20S1%20V1/Untitled%203.png)
    
    ![Untitled](Company%20Brand%20FY2%20S1%20V1/Untitled%204.png)
    
- Home
    
    ![Untitled](Company%20Brand%20FY2%20S1%20V1/Untitled%205.png)
    
    ![Untitled](Company%20Brand%20FY2%20S1%20V1/Untitled%206.png)
    
    ![Untitled](Company%20Brand%20FY2%20S1%20V1/Untitled%207.png)
    
    ![Untitled](Company%20Brand%20FY2%20S1%20V1/Untitled%208.png)
    
    ![Untitled](Company%20Brand%20FY2%20S1%20V1/Untitled%209.png)
    
- Fashion
    
    ![Untitled](Company%20Brand%20FY2%20S1%20V1/Untitled%2010.png)
    
    ![Untitled](Company%20Brand%20FY2%20S1%20V1/Untitled%2011.png)
    
    ![Untitled](Company%20Brand%20FY2%20S1%20V1/Untitled%2012.png)
    
    ![Untitled](Company%20Brand%20FY2%20S1%20V1/Untitled%2013.png)
    
    ![Untitled](Company%20Brand%20FY2%20S1%20V1/Untitled%2014.png)
    
- Cosmetics
    
    ![Untitled](Company%20Brand%20FY2%20S1%20V1/Untitled%2015.png)
    
- Advertisements
    
    
    ![DALL·E 2023-11-29 15.00.29 - A photorealistic horizontal Instagram-style photo of a clean street in Seoul. It features one man and two women, all smiling and dressed in simple, co.png](Company%20Brand%20FY2%20S1%20V1/DALLE_2023-11-29_15.00.29_-_A_photorealistic_horizontal_Instagram-style_photo_of_a_clean_street_in_Seoul._It_features_one_man_and_two_women_all_smiling_and_dressed_in_simple_co.png)
    
    ![DALL·E 2023-11-29 14.58.22 - A photorealistic image depicting a bright sunny day on a clean Seoul street. Three friends are prominently featured, each smiling and dressed in simpl.png](Company%20Brand%20FY2%20S1%20V1/DALLE_2023-11-29_14.58.22_-_A_photorealistic_image_depicting_a_bright_sunny_day_on_a_clean_Seoul_street._Three_friends_are_prominently_featured_each_smiling_and_dressed_in_simpl.png)
    
    ![DALL·E 2023-11-29 14.59.45 - A photorealistic image of a clean street in Seoul. It's a sunny day. In the center, there's a man smiling, flanked by two women, all friends. They are.png](Company%20Brand%20FY2%20S1%20V1/DALLE_2023-11-29_14.59.45_-_A_photorealistic_image_of_a_clean_street_in_Seoul._Its_a_sunny_day._In_the_center_theres_a_man_smiling_flanked_by_two_women_all_friends._They_are.png)
    
- Services
    
    
    ![junwonpro_photo_of_ivory-colored_restaurant_with_waitress_weari_bcb50857-7c0c-4c7c-ab4a-afafef1a71de.png](Company%20Brand%20FY2%20S1%20V1/junwonpro_photo_of_ivory-colored_restaurant_with_waitress_weari_bcb50857-7c0c-4c7c-ab4a-afafef1a71de.png)
    
    ![junwonpro_photo_of_happy_interior_ivory_hospital._full_body_smi_7003e9b7-9722-45bb-9c7c-87ea96b5c54f.png](Company%20Brand%20FY2%20S1%20V1/junwonpro_photo_of_happy_interior_ivory_hospital._full_body_smi_7003e9b7-9722-45bb-9c7c-87ea96b5c54f.png)
    
    ![Untitled](Company%20Brand%20FY2%20S1%20V1/Untitled%2016.png)
    
    ![junwonpro_photo_of_interior_big_hospital_ivory_floor_with_femal_645607d3-bc67-4b0b-b70f-59f793f2167e.png](Company%20Brand%20FY2%20S1%20V1/junwonpro_photo_of_interior_big_hospital_ivory_floor_with_femal_645607d3-bc67-4b0b-b70f-59f793f2167e.png)
    
    ![Untitled](Company%20Brand%20FY2%20S1%20V1/Untitled%2017.png)
    
    ![Untitled](Company%20Brand%20FY2%20S1%20V1/Untitled%2018.png)
    
    ![DALL·E 2023-11-29 15.06.07 - A photorealistic scene of a contemporary bank office, captured in a horizontal format suitable for Instagram. The office is modern and elegantly desig.png](Company%20Brand%20FY2%20S1%20V1/DALLE_2023-11-29_15.06.07_-_A_photorealistic_scene_of_a_contemporary_bank_office_captured_in_a_horizontal_format_suitable_for_Instagram._The_office_is_modern_and_elegantly_desig.png)
    
- Vehicles
    
    ![Untitled](Company%20Brand%20FY2%20S1%20V1/Untitled%2019.png)
    
    ![Untitled](Company%20Brand%20FY2%20S1%20V1/Untitled%2020.png)
    
    ![Untitled](Company%20Brand%20FY2%20S1%20V1/Untitled%2021.png)
    
- Architecture
    
    ![0d3d44dc-fccb-4f2b-9b40-7070497f4778.webp](Company%20Brand%20FY2%20S1%20V1/0d3d44dc-fccb-4f2b-9b40-7070497f4778.webp)
    
    ![DALL·E 2023-11-28 19.44.52 - An aerial view advertisement-style image of the large, imposing modern contemporary luxury shopping mall named 'Junwon', showcasing its matte ivory an.png](Company%20Brand%20FY2%20S1%20V1/DALLE_2023-11-28_19.44.52_-_An_aerial_view_advertisement-style_image_of_the_large_imposing_modern_contemporary_luxury_shopping_mall_named_Junwon_showcasing_its_matte_ivory_an.png)
    
    ![Untitled](Company%20Brand%20FY2%20S1%20V1/Untitled%2022.png)
    
    ![Untitled](Company%20Brand%20FY2%20S1%20V1/Untitled%2023.png)
    

### Explanation

Junwon brand is a consumer life brand (similar to Ralph Lauren which makes products in fashion, home, beauty). 

Junwon brand appeals to the consumers in the West but is set apart from the brands from the West. It characteristically blends traditional fashion from the East (especially from ancient Korean artistry) with contemporary materials and advanced technology. 

Even from a distance or at the center of a busy city street, anyone can easily spot items made by Junwon brand. The brand consistently uses a characteristic soft white rice color adorned by an intricate embroidery or engraving in red, gold, sky blue, and aqua blue, following ancient Korean artistry. Items are comfortable to touch thanks to the carefully chosen materials that are soft (e.g. soft fabric over hard leather) and warm (e.g. warm wood over cold metal). Even when it is necessary to use cold hard materials, Junwon brand relies on characteristic materials such as ceramic. Other brands try to make products feel futuristic as if the products are from the future, but Junwon brand makes products feel magical as if the products are from fantasy. 

Junwon brand is conveniently a great choice in any product category for anyone even if it is not the best choice in a specific product category  for someone. Junwon brand delivers pleasance to everyone in the family, in all genders and in all ages. 

Junwon brand products are usually at the affordable premium price range. It is possible to find substitutes that are cheaper and markedly worse or substitutes that are trivially better and way more expensive, but usually Junwon brand products are a safe choice that brings functionality, reliability, and convenience at a reasonable price. 

| Us (Junwon brand) | Others (contrasting brands) |
| --- | --- |
| Comfortable, Soft, Matte, Fabric, Upholstery 
(e.g. Loro Piana, Frette, Brunello Cucinelli, Pottery Barn, Banana Republic, Stanford University) | Polished, Hard, Cold, Metal, Glass
(e.g. Apple) 
Durable (e.g. Levi Strauss, Timberland) |
| Family, Safe
(e.g. Disney, Nintendo) | Sexy (e.g. Tinder)
Dangerous (e.g. Ferrari, Harley Davidson) |
| Human, Magic, Fantasy | Technology, Science, Future 
(e.g. Samsung, Microsoft, Sony) |
| Friendly | Robotic (e.g. J.P. Morgan) |
| Lifestyle Choice
(e.g. Starbucks, Blue Bottle, Nespresso) | Status Symbol 
(e.g. Tiffany, Mercedes-Benz, Rolex)
Cheap (e.g. Amazon, Walmart) |
| Contemporary Reincarnation of Oriental Eastern Culture, Controlled Intricacy | Artifacts that are beautiful but not relevant to us,
Brandless Minimalism (e.g. Muji, Uniqlo, Xiaomi),
Busy Intricacy (e.g. Versace) |
| Bliss, Hope, Positivity, Optimism, Wisdom | Adrenaline (e.g. Ferrari, Nike, Red Bull, TikTok) |

### Guidelines

- Product over Brand: Make product first using the best material in monotone ivory color. Add colorful decorations for branding and for aesthetic pleasure but do not sacrifice product for brand.
- Use Space Sparingly: We use intricacy for branding, but we do not desire to add complexity to lives of consumers. It is possible to use embroidery and engraving extensively all over the products, but we will use blank space sparingly and contain intricacy in limited spaces for neat sleek feel.
- Promise Comfort and Deliver It : Consider how we may make the product look as soft as it feels. Make it look like it was made with fabric (soft cotton or soft wool like cashmere, merino, vicuna).
- Act Consistently: Act in the way that people expect. Brand is a power that can set expectations, and brand loses power when it breaks expectations. For example, when there is a market opportunity to do so, we may operate a cafe chain, but never a fast food chain. If it is absolutely necessary to operate a fast food chain, operate it under a different brand without any associations with the Junwon brand, and expect no boost from the original Junwon brand.

# Explorations

- On the sound of name “Junwon”
    
    I have recently discovered that the name Junwon sounds strongly Korean to people in America. This fact, like all else, is neither good nor bad. We simply need to understand it and its implications, how it constrains us in some ways and enables us in other ways, and choose the best decision that is available to us. 
    
    If Junwon name reminds people of Korea, then we will be inherently impacted by positives and negatives of Korea as a brand. I currently expect that we will benefit overall from the brand image of Korea: technologically solid (e.g. Electronics, Vehicles), culturally rich (e.g. K-Pop, K-Drama), aesthetically beautiful (e.g. Cosmetics, Traditional Art). 
    
    Junwon name also sounds gentle since it has no harsh consonants like S, P, K, T, F. 
    
- Explorations
    
    
    ![Wood](Company%20Brand%20FY2%20S1%20V1/Untitled%2024.png)
    
    Wood
    
    ![Metal](Company%20Brand%20FY2%20S1%20V1/Untitled%2025.png)
    
    Metal
    
    ![Ceramic](Company%20Brand%20FY2%20S1%20V1/Untitled%2026.png)
    
    Ceramic
    
    ![Celadon](Company%20Brand%20FY2%20S1%20V1/Untitled%2027.png)
    
    Celadon
    
    ![Leather](Company%20Brand%20FY2%20S1%20V1/Untitled%2028.png)
    
    Leather
    
    ![Wool](Company%20Brand%20FY2%20S1%20V1/Untitled%2029.png)
    
    Wool
    
    ![Silk](Company%20Brand%20FY2%20S1%20V1/Untitled%2030.png)
    
    Silk
    
    ![Cotton](Company%20Brand%20FY2%20S1%20V1/Untitled%2031.png)
    
    Cotton
    
    ![한복](Company%20Brand%20FY2%20S1%20V1/Untitled%2032.png)
    
    한복
    
    ![보자기](Company%20Brand%20FY2%20S1%20V1/Untitled%2033.png)
    
    보자기
    
    ![매듭](Company%20Brand%20FY2%20S1%20V1/Untitled%2034.png)
    
    매듭
    
    ![자개](Company%20Brand%20FY2%20S1%20V1/Untitled%2035.png)
    
    자개
    
- References
    - Artistry: 한복 (Hanbok), 매듭 (Maedeup), 보자기 (Bojagi), Plush Cotton, Upholstery, Embroidery
    - Aroma: 율무차 (Yoolmoocha)
    - Voice Tone: Competent (but not using jargons). Friendly (but not childish).
- Ideas
    - Plants
        
        Consider using images of plants (e.g. in embroidery). Fresh yet timeless. Friendly yet powerful (foundation of energy chain).