Kellyone is a healthy fruit and vegetable beverage brand, aiming to attract consumer groups characterized in personalization, fashion and dynamic lifestyle. The generations after the 1980s and 1990s value an open and direct individualistic character. Therefore, we positioned the core brand value as "explicitness".


 ‘Explicitness’ represents the behavior and values of generations after the 1980s and 1990s. In order to build an “explicit” design character, we implemented straight lines and mellow curve lines to intuitionally convey the character of the consumers, known as openness, straightforwardness, and individualism. It endows consumers an interactive experience featuring simplicity, explicitness, mildness, and effectiveness. The simple design coincides with Kellyone’s core brand value ‘direct’. The mellow curve design brings a visual enjoyment, which illustrates underlying motivation and implicit affection.

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