Nupip: Planting seeds of taste, blossoming individuality
Launched in the summer of 2024 by BE(ATTITUDE), nupip is a creative fashion accessory brand that combines the meaning of new and seed (pip). Nupip is designed as a means to express yourself, a brand where you can discover your own identity and find new values. Based on the diverse tastes and personalities of its customers, nupip expresses their identity in a fun and stylish way with seeds of imagination full of possibilities. With 'new and fun ideas', 'diverse styles', and 'potential of taste' as the brand's core values, the brand vision is to create a world where everyone can freely and fun express their unique personality and style.

For the packaging and key visuals, we wanted to add to the visual appeal of the brand by using a fog-like graphic that blends light and dark chartreuse colors to evoke the seed and growing sprout implied by the word PIP, as well as inspiration. Nupip's logo is a thick, flat typeface that reminds us of a solid seed pressed into the ground, about to sprout upwards.

A unique brand experience with creative packaging
For each product, we used creative packages to further emphasize the fun of the product. For example, the Fruit and Vegetable Series Pip Set used a lime green net to wittily represent a fresh food or fruit store, and repeatedly used the lime green color to show a consistent brand identity. The Bakery Pip Set, which was released as a life-size bread model, combined bread paper bags and header cards to provide a new and unique experience that deviated from the traditional packaging method. In addition, we applied various materials and accessories such as fixing bars and transparent PVC to make the product stand out more and deliver it to customers safely.

Creative & Fashion line for imagination and trendy style
Nupip's Creative line is the consists of products that emphasize the most creative and artistic side of all nupip products. The product line consists of bread, fruit, pork belly wraps, and more, all made in the size we actually eat. This line forms the core identity of the brand and offers customers a unique experience with food on their shoes. The Fashion line reflects different styles and trends to inspire customers. Inspired by fashion, the line offers a wide range of items that allow customers to create trendy and stylish looks, and is designed to be comfortable for everyday wear, giving customers the freedom to create their own personalized and stylish look.

A creative marketing strategy to capture attention with viral content
To target the content trends of the brand's target consumers in their 20s, nupip used viral content, such as short-form videos, as a key strategy on social media. The brand's creative was delivered to consumers with content that effectively drew attention to the product within a short period of time. After being uploaded, the content was reproduced by customers and influencers, causing a viral effect on various channels such as Twitter and Instagram, leading the market for 'Shoes DIY' and 'Jibbits'. The content of the self-produced Instagram and meta ads used bright light and colorful photos to effectively show the colorful colors of nupip's products. To further emphasize this, we actively used Instagram's HDR and other content-related features to help customers experience product ads and content similar to what they see with their own eyes.