Target 변화에 따른 Brand Identity Renewal 전략-양생주의 Brand logo, 상표 디자인 리뉴얼을 중심으로-

In this study, based on the results of consumer research into medicinal Yang-saeng-ju offered by Doosan Liquor BG Co., Ltd. in July 2005, we have analyzed problems in terms of their design to suggest solutions and to derive new design strategies. The problems raised from the research's results were as follows; ?the negative reaction to the shape of the bottle, brand design, brand name, and the trademark's impression Inferiority of the joyful, individual, sophisticated, fresh, andhealthy image a masculine, old, and non-friendly natural image. To solve these negative aspects, first we have changed the Brand's Logo,which is more legible and easily memorized according to the features of "the alcohol". The previous logo, 'Yang-saeng-ju,' which was written in Chinese,has been changed into a Korean logo so that it is more easily read and recognized. Secondly, the Yang-saeng-ju used to have a clean, masculine, and reliable image at the time of its initial launch. However, the main consumer's of this alcoholic product are women in their late-thirties, according to recent research. Changing the design's elements is necessary to attract major consumers of this product. Accordingly, we have substituted its trademark for one that is flamboyant yet calm, featuring the colors of white and pink. In addition, we have substituted the the angulated and short bottle for one that is slim in order to attractwomen in their thirties. Thirdly, we have eliminated crude and unclear images, and changed the design to one that is more focused on the brand logo and is light and neat as well. (Keyword) Brand identity, brand renewal, korean traditional wine