PITSTOP

FRONT KIT developed the total branding for “PIT STOP,” that suggests ‘recovery’ through ‘recharging’ to the people living under extreme stress and that develops future biotechnology to lead a healthy life. The naming, inspired by the term “Pit-stop” (an essential section for car maintenance and refueling to safely complete a car race), is intended to symbolize the ‘recharging’ and ‘recovery’ necessary for busy modern people. It served as a metaphor and was applied with consistency to verbal/visual identity, key visuals, application design, and communication design.






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Client: HAESI
Agency: FRONT KIT
Creative Direction: Min Ah Hong
Naming & Story: Min Gi Hong 
Art Direction: Yun Woo Shin
Design Lead: Hyeok Kim



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