¹What is Adekuver?

Adekuver is a newly added “select store” or multi-brand fashion store under the Simone Fashion Company (Simone FC) that specializes in importing fashion brand products. Adekuver presents women’s clothing mostly from Europe and Japan,

When you visit the store, you can find garments that are excellent in making and material and have fun twists in silhouette or detail.
and it opened in Fall/Winter 2018 under the motto that states “Understated Yet Playful.”

The store is located near the front gate of Dosan Park. In addition, the store works with designers and houses that are dedicated to being original and creating something new.

²Can you explain more about the project?

This project is about the tag, paper bag, press kit, and invitation that are used by Adekuver. Doesn’t it sound interesting?

³What is so special about a tag or a paper bag?

They are special of course. We reflected Adekuver’s concept even in a piece of paper. The brand identity is about discovering possibility of unconventional emotion under the motto of “Understated Yet Playful.” and we wanted to reflect the identity in packaging by using playful idea and materials.

⁴Can you explain in more detail? It sounds more interesting now.

We utilized a simple graphic image with a basic logo and various textures of each application since we were not able to develop a new graphic image. We took this approach to convey something new and interesting. The various textures found in packaging come from random and rough texture in the store. We wanted to make a coherent look in the brand personality, value, space, packaging, and application to build a solid brand identity.

First, we designed a tag by printing the logo on buckskin paper. Buckskin paper has random wrinkles unlike a regular piece of paper, which makes a simple design more interesting and playful. Moreover, we used a cotton tape that looks great with buckskin paper. Next, we designed a paper bag. We looked for a material with texture that can be used to make a paper bag and is sturdy enough to withstand rain. Furthermore, we needed a reusable material so that it can continue to represent Adekuver.

So we came up with the idea to use tyveck paper that satisfies all of these criteria. During the project, we had to go through a number of trial processes to decide specifications of paper bag. We spent time looking for a paper bag manufacturer who can produce large quantity. While it took much time and efforts, it makes us feel great when we see people carrying paper bags from Adekuver.

⁵We want to hear about the invitation form as well.

As I mentioned earlier, the brand identity is about discovering possibility of experimental and unconventional emotion under the motto “Understated Yet Playful.” We wanted to reflect the brand identity in the invitation form too. We focused on “discovering possibility.” We decided to hide the letters in invitation and

make recipients look for the letters through “lupe” It is an “understated” way to convey what is “understated yet playful.” To make it happen, we pressed the logo graphic (which is shaped like waffle) on invitation card. We used the smallest typeface possible to hide time and location. The lupe was included in the invitation package. 

The white-colored invitation package included the logo (which was also in white). It gave a controlled yet luxurious look. Lastly, we placed the invitation package in a silver-colored air cap envelope and attached a RSVP sticker. I remember that those who received the invitation were very impressed.

⁶Can you also tell us about the press kit?

Unlike other materials, the press kit was designed by using PLIKE paper. The logo and message were also black-plated to give a more controlled yet sophisticated look. The press kit can hold A4-sized paper; we designed the press kit like a folder so that you can carry business cards or other printed materials.

⁷We want to hear about what happened after the project.

Adekuver has been active since its opening party in Fall/Winter 2018. Recently, the store held a party to celebrate its first anniversary and added men’s clothing to its collection as well.

And I almost forgot to mention that HOHOHO designed the online invitation, special gift, and promotion video clip for the first anniversary as well.

With this opportunity, I want to mention how grateful we are to Adekuver for working with us beginning with the application project.