Client
Brandi Inc.
Services
Brand Strategy
Brand Design
Industries
E-commerce
Date
October 2021
Brandi Inc.
Brandi Inc.
Corporate Branding
Corporate Branding
This branding project for BRANDI Inc.—a tech-driven company behind platforms like Brandi, Hiver, Seoulstore, and Plare—focused on building a cohesive brand identity that reflects the company’s evolving business direction. The goal was to express a clear and unified brand experience that connects seamlessly across platforms, while aligning with both current values and future growth.
This branding project for BRANDI Inc.—a tech-driven company behind platforms like Brandi, Hiver, Seoulstore, and Plare—focused on building a cohesive brand identity that reflects the company’s evolving business direction. The goal was to express a clear and unified brand experience that connects seamlessly across platforms, while aligning with both current values and future growth.
Background
Among the various fashion commerce platforms operated by Brandi Inc., the app Brandi is the most widely recognized by consumers.
However, this created confusion where the app name was often mistaken for the company name itself.
The goal was to establish a clear brand identity for Brandi Inc. that could represent the entire business portfolio while maintaining the individual recognition of its platforms.
Among the various fashion commerce platforms operated by Brandi Inc., the app Brandi is the most widely recognized by consumers.
However, this created confusion where the app name was often mistaken for the company name itself.
The goal was to establish a clear brand identity for Brandi Inc. that could represent the entire business portfolio while maintaining the individual recognition of its platforms.
Brand Mission
The mission of Brandi Inc. is to connect ‘BRAND(=seller)’ and ‘I(=customer) all over the world. In order to do that, the comapny has the following missions;
1) Transform e-commerce industry with technology
2) Solve customer’s problem
3) Support founders
The existing payment system presented significant friction for users, requiring multiple steps to complete a transaction. This complex and time-consuming process often led to frustration, resulting in abandoned purchases and higher bounce rates. Our research involved analyzing user behavior and collecting feedback from a variety of sources, including surveys, user interviews, and data analytics from the payment flow.
Key findings revealed that:
1. Complex Checkout Process
Users were overwhelmed by the number of fields and steps required, leading to confusion and decision fatigue.
2. Inconsistent Payment Experience
The checkout process was inconsistent across each platforms, leading to a disjointed user experience.
3. Time-Consuming
Many users abandoned their carts due to the time it took to complete the payment process, especially for returning customers who had to re-enter information.
Strategy
Brandi Inc. will develop a strategy to solve the missions through core values below.
These core values define three directions that should be built as a brand and design keywords that were derived according to the three main directions.
The existing payment system presented significant friction for users, requiring multiple steps to complete a transaction. This complex and time-consuming process often led to frustration, resulting in abandoned purchases and higher bounce rates. Our research involved analyzing user behavior and collecting feedback from a variety of sources, including surveys, user interviews, and data analytics from the payment flow.
Key findings revealed that:
1. Complex Checkout Process
Users were overwhelmed by the number of fields and steps required, leading to confusion and decision fatigue.
2. Inconsistent Payment Experience
The checkout process was inconsistent across each platforms, leading to a disjointed user experience.
3. Time-Consuming
Many users abandoned their carts due to the time it took to complete the payment process, especially for returning customers who had to re-enter information.
Logo
Brandi Inc. CI has three meanings:
1) Dynamic challenge
2) Flexible thinking
3) Commerce leading
Strong will to create a new world and flexible thinking was shown with the sans serif typeface with heritage blue color. The slope of the right-hand angle specified the direction the company should take.
Brandi Inc. CI has three meanings:
1) Dynamic challenge
2) Flexible thinking
3) Commerce leading
Strong will to create a new world and flexible thinking was shown with the sans serif typeface with heritage blue color. The slope of the right-hand angle specified the direction the company should take.
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