Then I Met You is a premium, direct-to-consumer skincare line from Charlotte Cho, founder of online Korean beauty empire Soko Glam. Charlotte has spent her career curating the best products in K-beauty, and now for the first time, she’s launched her own line based on her unparalleled and hands-on experience.
Red Antler partnered with Charlotte to bring her vision to life, creating the brand identity, packaging design, website, and product photography and video for Then I Met You. A phrase that conveys a turning point in someone’s life, the brand’s name is rooted in the Korean concept of “jeong”, a deep connection formed to people, places and things. Charlotte was inspired by this idea of going deeper and, through art direction and video, “jeong” is expressed throughout Red Antler’s entire design system for Then I Met You.
The script wordmark was a response to the unusual name construction. We wanted to romance the long name. “Then I Met You” feels like it was pulled from a poem or a sign-off from a personal message. We wanted to amplify that feeling by creating a custom script wordmark that is part nostalgic, with a hint of glamour like a noir movie poster from the 40s, and part personal signature. Both align with Charlotte’s desire for the brand to connect with its customers on an intimate, and deeply personal level.
Overall, the wordmark contributes a lightheartedness to the brand, something that was a direct translation of Charlotte’s own personality.
The wordmark is contrasted with a very bold and colorful brand system. We wanted to evoke Then I Met You’s indulgent and surprising side-ingredients, things like seaberry oil, rice ferment and licorice extract that were hand-picked by Charlotte. The primary periwinkle tone reinforces the brand’s boldness and helps to differentiate Then I Met You in a crowded market or bathroom shelf. The brand’s bold secondary colors – burgundy, orange and bubble gum – mirror the deepness of cleansing balm’s vibrant orange-yellow color, and introduce additional tonal dimensions.
Product photography is refreshing and heightened, meant to portray the pampering and transformative elements of the cleansing duo experience.
The flexible brand identity comes together in Then I Met You’s product video, an ASMR (autonomous sensory meridian response) piece that is intentionally evocative and tactile. It’s unexpected and builds sensory layers into the overall brand experience.
We wanted to create an immersive and exciting site experience that was different from what you’d expect in a skincare website. We really embraced the aspects of the brand and product that are unique: the vivid colors, surprising video moments, touches of whimsy and romance.
