O2nd, a designer brand with a 1997 couture-inspired sensibility, has gained immense popularity since its acquisition by Handsome. It has successfully combined trendiness and mass appeal to become a beloved women’s casual brand. With a distinct identity as its foundation, O2nd has also engaged in collaborations with the global SPA brand, UNIQLO, and secured placements in prestigious department stores such as Barney’s New York and Le Bon Marché in Paris, earning it the status of a global brand.

During the brand rebuilding process, O2nd, which once pursued modernity and trendiness, faced challenges in maintaining its distinct brand identity, resulting in difficulties in differentiation from other brands. Particularly, the absence of a symbol and visual identity weakened the brand’s ability to communicate its unique sensibility-based brand identity, leading to a decline in the previously positive brand perception. Moreover, the brand name “O2nd,” signifying a secondary brand, was perceived negatively not only by consumers but also within the brand’s internal team. To address these issues, a brand experience design strategy was required to reestablish brand values and identity, based on the brand’s unique personality, fostering a connection with customers and creating a sense of empathy.

YNL Design aimed to develop an appealing brand experience through a rebranding project that resonates with both customers and internal team members, while also securing sustainable competitiveness in the market. The key challenge was to reinterpret the brand name of O2nd from a fresh perspective and clearly define O2nd’s new vision and brand direction. Based on this, the focus was on creating verbal identity elements, such as slogans and stories, that embody the brand’s unique values. Additionally, YNL Design sought to develop symbolic visual identity and application designs that convey O2nd’s distinct personality and sensibility.