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BRAND IDENTITY DESIGN
This is the brand identity design of an online clothing brand " GUREUM 7" meaning "Cloud 7".
This is a brand based on the world's biggest Korean pop boy band and music sensation BTS [방탄소년단] and dedicated to their amazing fandom called "ARMY".
The main elements such as the color Purple, the number seven, clouds, stars, and the whale hold great meaning in the overall meaning and importance of the brand's identity.
BTS
BTS (Korean: 방탄소년단; RR: Bangtan Sonyeondan), also known as the Bangtan Boys, is a South Korean boy band that was formed in 2010 and debuted in 2013 under Big Hit Entertainment.[5] The septet—consisting of members Jin, Suga, J-Hope, RM, Jimin, V, and Jungkook—co-writes and co-produces much of their own output.
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ARMY
"A.R.M.Y" stands for "Adorable Representative M.C. for Youth" and it carries quite some meaning behind it, given that "Army" is associated with the military, body armor, and how those two things are always together, the fandom name basically means that fans will always be together with BTS.
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GUREUM 7
"GUREUM" is the Korean abbreviation of Cloud. This would also bring a sense of closeness to the K-pop bands culture and the language Korean/ Han-guel [한국어] they sing.
The literal meaning of Cloud seven is "a completely happy, perfectly satisfied; in a euphoric state." This early preference for seven as the significant number may have been influenced by the existing phrase 'seventh heaven'.
LOGO
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Font used - KLEMER DISPLAY
SEVEN
The number "7" holds the meaning, OT7 which in BTS stands for “One True 7” meaning that all of them are equally important for each other and all the seven members of BTS when referred to as a whole.
While the number seven not only references the people in the band and the time they’ve spent together, it also is a lucky number for them.
WHALE
In 2015, BTS released Whalien 52 — a song about the loneliest whale in the world. The 52- hertz whale was assumed to be the only whale in the world that sung in 52 Hertz — a decibel much higher than what any ordinary whale possibly could ever hear.
It is simultaneously being the loneliest whale in the world that sings too high to be heard and being an alien — Whalien 52.
It is BTS speaking of their loneliness, as artists and as humans themselves. BTS has referenced the Whalien 52 multiple times — in their illustrated video for We Are Bulletproof; The Eternal, the whale serves as a metaphor and a reminder to them that they are not alone.
Click on image to reveal the music video
Whale reference in the animation video of BTS [TinyTAN | ANIMATION] - Dream ON
Click on image to reveal the music video
Whale reference in the animation video of BTS [2020 FESTA] BTS (방탄소년단) 'We are Bulletproof : the Eternal' MV #2020BTSFESTA
COLOR SCHEMES
PURPLE
The logo consists of different shades of Purple which is also a color that represents the bond between BTS and ARMY.
“Borahae [보라 해-Korean]” or “I Purple You” was a phrase made by BTS V aka Kim Taehyung coined during a concert in 2016. Back then, V explained that this means "I will trust and love you for a long time". Therefore, purple is not just a color, but a representation of love between BTS and ARMY members. Since purple (violet) is the last color of the rainbow. The phrase combines two Korean words: Violet (bora) and I love you (saranghae).
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Whale color scheme
Cloud & stars color scheme
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"7" color scheme
Font used - EINA 01
LOGO DESIGN VARIATION
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PACKAGING DESIGN PROTOTYPES
ECO-FRIENDLY, SUSTAINABLE MAILER ENVELOPE
Front
Back
TISSUE-PACKING & STICKER
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Tissue-paper wrapper pattern
Sticker
CLOTHING TAGS
Front w/ separate size tag
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Message (Back)
Back design
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Logo (Front)
YOUR MAGIC SHOP
“Magic Shop” is actually a track in BTS’ third Korean studio album, Love Yourself: Tear. This track was co-written and co-composed by Jung Kook. It describes Magic Shop as a place of refuge for the heartbroken, a place of healing for the disturbed, and a place of love for those who are lonely. In the lyrics, they also provide us with an overview of the magical place that “Magic Shop” is.
This is the reason behind the message provided behind the tag, to give that sensation of comfort through the brand to the customers
Font used - EINA 01
Price tag
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Logo
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Stars
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Font Typography
THANK YOU CARD
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Font used - EINA 01
Stars
AFOBANGFO/BORAHAE
BTS has created a handful of phrases popular with its Army (BTS fans) that now form part of the lexicon when discussing the group. For example “AFOBANGFO”[Korean -아포방포] is an acronym BTS's youngest member Jungkook invented by shortening the sayings “Army Forever” and “Bangtan Forever”.
The term “Borahae [보라 해-Korean]” was coined by BTS’s V/ Kim Taehyung. He created the term Borahae (“purple you”) and the color has become meaningful for fans. He elaborated further by saying, “Purple is the last color of the rainbow’s colors and so it means I will trust and love you for a long time.”
The thank you card includes this subtle and cute message to bring joy to the customer/ ARMY.
Animation for the brand concept