Good Thing Going is a brand design studio that helps brands gain a competitive edge in the market.
A’ddict ︎︎︎
Brand Identity & Product
July 2021
▪ Project Owner : Eleven Corp
▪ Design : Seung Ah Lee
▪ Photo : COP Studio
A’ddict is a fragrance brand based on the movie ‘Perfume’ based on the novel. A’ddict applied the movie’s story to the product itself with a fresh and concrete concept, adding depth to the product and emphasizing brand identity.
A’ddict’s main product, solid perfume, can blend with the user’s natural scent, leaving its unique scent. Since it is only steered as a base, it has a clear appeal that it can be used with A’ddict’s liquid perfume for long-lasting and layered according to the user’s mood.
▪ Design : Seung Ah Lee
▪ Photo : COP Studio
A’ddict is a fragrance brand based on the movie ‘Perfume’ based on the novel. A’ddict applied the movie’s story to the product itself with a fresh and concrete concept, adding depth to the product and emphasizing brand identity.
A’ddict’s main product, solid perfume, can blend with the user’s natural scent, leaving its unique scent. Since it is only steered as a base, it has a clear appeal that it can be used with A’ddict’s liquid perfume for long-lasting and layered according to the user’s mood.
Sequence ︎︎︎
Brand Identity
Apr 2023
▪ Project Owner : Frientrip
▪ Design : Seung Ah Lee
‘sequence’ is a sophisticated experience curation service introduced by Frip, showcasing Korea's 'fine experience' that offers uncommon emotions and inspirations, akin to 'fine dining' and 'fine stay.' It provides premium experiences.
Used in movies, 'sequence' refers to the term used when multiple deities come together to represent a single story, signifying a series of independent, continuous narratives based on a central theme. Efforts were made to connect the unique meaning of 'sequence' with the distinctive service philosophy and to visually expand it. A unique identity for Sequence was developed.
Based on this concept, the logo of 'Sequence' was designed with continuity in mind, using the letter 'e' as the central point to create a dividing line, serving as the basic module. This signifies that each paragraph carries a narrative, and these narratives come together to form a complete story.
▪ Design : Seung Ah Lee
‘sequence’ is a sophisticated experience curation service introduced by Frip, showcasing Korea's 'fine experience' that offers uncommon emotions and inspirations, akin to 'fine dining' and 'fine stay.' It provides premium experiences.
Used in movies, 'sequence' refers to the term used when multiple deities come together to represent a single story, signifying a series of independent, continuous narratives based on a central theme. Efforts were made to connect the unique meaning of 'sequence' with the distinctive service philosophy and to visually expand it. A unique identity for Sequence was developed.
Based on this concept, the logo of 'Sequence' was designed with continuity in mind, using the letter 'e' as the central point to create a dividing line, serving as the basic module. This signifies that each paragraph carries a narrative, and these narratives come together to form a complete story.
Onsil ︎︎︎
Brand Identity
Apr 2022
▪ Project Owner : Frientrip
▪ Design : Seung Ah Lee
‘onsil’ is a workation space located in Seogwipo, Jeju Island. Although its name originally signifies a place for cultivating plants (greenhouse), here it has been reimagined to provide an optimal working environment for individuals seeking insights. This space is designed to offer a variety of insights and inspirations not typically found in everyday life.
Within the space, yoga classes are conducted, and the expansive sea view visible through large windows enhances the feeling of being immersed in nature.
During the day, it functions as a cafe, transforming into a different atmosphere at night. This dual purpose allows workers to focus on their tasks during the day and provides opportunities for networking with fellow workers in the evening.
▪ Design : Seung Ah Lee
‘onsil’ is a workation space located in Seogwipo, Jeju Island. Although its name originally signifies a place for cultivating plants (greenhouse), here it has been reimagined to provide an optimal working environment for individuals seeking insights. This space is designed to offer a variety of insights and inspirations not typically found in everyday life.
Within the space, yoga classes are conducted, and the expansive sea view visible through large windows enhances the feeling of being immersed in nature.
During the day, it functions as a cafe, transforming into a different atmosphere at night. This dual purpose allows workers to focus on their tasks during the day and provides opportunities for networking with fellow workers in the evening.
Frip ︎︎︎
Brand Identity & App
Apr 2022
▪ Project Owner : Frientrip
▪ Design : Seung Ah Lee
Frip has set ‘We inspire people to experience the world.' as its brand slogan and carried out this redesign to strengthen its platform identity, where everyone can easily and naturally start their leisure hobbies.
In particular, the brand essence, encapsulated in the meaning 'starting experiences,' is defined as 'explore' and incorporated into the brand design.
The new Frip BI is created with the concept of 'Explorer's Flag.' The symbol and app icon, created by combining the letter F of Frip, are shaped like a flag to make it easy to find Frip whenever there is a desire for a leisure hobby. The bold and dynamic typeface developed for the logo represents a solid and dynamic brand image.
▪ Design : Seung Ah Lee
Frip has set ‘We inspire people to experience the world.' as its brand slogan and carried out this redesign to strengthen its platform identity, where everyone can easily and naturally start their leisure hobbies.
In particular, the brand essence, encapsulated in the meaning 'starting experiences,' is defined as 'explore' and incorporated into the brand design.
The new Frip BI is created with the concept of 'Explorer's Flag.' The symbol and app icon, created by combining the letter F of Frip, are shaped like a flag to make it easy to find Frip whenever there is a desire for a leisure hobby. The bold and dynamic typeface developed for the logo represents a solid and dynamic brand image.
Lafuma Plus︎︎︎
Brand Identity
May 2021
▪ Project Owner : LF Corp
▪ Design : Seung Ah Lee
Z-generation, which highly values personal preferences, considers outdoor products as a means to express their individuality. The demand for products that seamlessly blend into both daily life and outdoor activities continues to grow. In response to this market trend, Lafuma has decided to rebrand itself as Lafuma Plus, aiming to target the Z-generation with a new brand. Therefore, the goal of this project was to move away from the traditional outdoor brand image that focused solely on functionality and quality and instead revitalize the brand with a more youthful and differentiated image.
While preserving the existing strengths of Lafuma, we defined a new set of brand values for Lafuma Plus, elevating it to a higher level. The objective was to establish a fresh brand identity that reflects one step beyond the conventional image of the brand.
▪ Design : Seung Ah Lee
Z-generation, which highly values personal preferences, considers outdoor products as a means to express their individuality. The demand for products that seamlessly blend into both daily life and outdoor activities continues to grow. In response to this market trend, Lafuma has decided to rebrand itself as Lafuma Plus, aiming to target the Z-generation with a new brand. Therefore, the goal of this project was to move away from the traditional outdoor brand image that focused solely on functionality and quality and instead revitalize the brand with a more youthful and differentiated image.
While preserving the existing strengths of Lafuma, we defined a new set of brand values for Lafuma Plus, elevating it to a higher level. The objective was to establish a fresh brand identity that reflects one step beyond the conventional image of the brand.