Hurom, founded in 1974, is a leading health-focused company that has prioritized customers’ well-being based on its proprietary juicing technology. Pursuing a healthy life for all, the company has expanded its business areas, and this project was initiated to deliver the essential value of “health” more clearly and consistently through the brand experience.

 

This project centered on the renewal of Hurom’s core slogan design, focusing on visually redefining the sincerity and dedication toward health that the brand has consistently upheld. Through this, the core concept of “Hurom-like Health” was established to more distinctly strengthen the brand’s positive and trustworthy image.

 

The slogan typography was designed based on motifs including the organic forms of fruits and vegetables, human-centered warmth, and Hurom’s technological expertise. A solid structural foundation combined with natural variations in stroke thickness allowed stability and warmth to be expressed simultaneously, formally realizing a sense of “healthfulness” that balances professionalism and humanity. In addition, Hurom’s existing green was redefined into a brighter and more vibrant tone, and harmonious colors derived from fresh vegetable ingredients were selected to reconstruct the brand’s color system.

 

By establishing an integrated visual tone and manner centered on the slogan and connected with product and brand imagery, Hurom’s “sincerity toward health” was organized into a consistent visual language, presenting a clear direction for a brand identity that can be communicated more distinctly and intuitively.