We believe true vision begins where authenticity meets imagination. Turn pushes boundaries, shaping creativity into form.turn@turnagency.kr
Seoul, Korea
OBgE

2025  |  RE - BRANDING
BE YOUR TRUE SELF

OBgE는 스타일링을 어려워하는 남성들의 고민과 라이프스타일을 연구하여, 간편하고 창의적인 제품과 사용법을 설계하는 뷰티 브랜드입니다. OBgE 리브랜딩 프로젝트에서는 메이크업과 스킨케어를 아우르는 브랜드의 정체성을 강화하기 위한 브랜드 전략 수립부터 브랜딩, 마케팅, 브랜드 경험 리뉴얼까지 브랜드 정체성을 재정립하였습니다. 

· OBgE 브랜드 아이덴티티 재정립 & 리브랜딩 방향성
· 재정립된 브랜드 아이덴티티에 맞는 전 접점 리브랜딩 구체화
· 비주얼 크리에이티브 전략 디테일 & 비주얼 가이드라인
· 크리에이티브 콘텐츠 & 브랜드 디자인 에셋 구체화



OBgE is a beauty brand that redefines men’s grooming through simple, creative solutions designed for effortless styling. In this rebranding project, OBgE’s identity was refined to unify makeup and skincare under a cohesive vision — strengthening its core values and visual expression across all brand touchpoints.

· Redefining OBgE’s Brand Identity & Rebranding Direction
· Translating the renewed identity across all brand touchpoints
· Developing a detailed Visual Creative Strategy & Visual Guidelines
· Establishing Creative Content Concepts & Brand Design Assets








Be your true self, OBgE
본연의 매력을 깨우고, 진정한 나를 완성하다.




진정한 자신감은 내면에서 비롯됩니다.
스스로를 받아들이고 가꾸는 과정에서 본연의 매력을 이끌어 내는 것
OBGE는 그 변화를 돕는 제품과 경험을 제공합니다.


True confidence comes from within.
It begins with embracing yourself and nurturing what makes you uniquely beautiful.
OBgE offers products and experiences that support this journey of transformation.


















Brand Personality
TURN이 재정의한 OBgE의 브랜딩 방향성, “Be your true self”는 ‘진정한 나’를 마주하고 본연의 매력을 이끌어내는 여정을 의미합니다. OBgE는 그 과정을 함께하는 브랜드로서 내면의 아름다움이 드러날 수 있도록 돕습니다. 오브제는 다음의 다섯가지핵심 키워드를 중심으로 차별화된 톤앤매너와 경험을 구축해 나갑니다.
TURN has redefined OBgE’s brand direction as “Be your true self,” a journey of embracing one’s authentic identity and revealing one’s natural charm. As a brand that accompanies this process, OBgE helps inner beauty emerge with confidence and clarity. Built upon this philosophy, OBgE establishes a distinctive tone, manner, and brand experience guided by five core keywords.






clean

Refined simplicity without excess. neutral

Effortlessly blending with anyone, anywhere. refined

Sophisticated and sensuous. confident

Confidence and authenticity, just as you are.accessible

Easy and approachable.



































Be your true self


Just as outer transformation can inspire inner change,
we redefine the meaning of beauty — as a journey toward a better self. 









































Modern Beauty

True confidence comes from within. It begins with embracing yourself 
and nurturing what makes you uniquely beautiful. OBgE offers products and experiences 
that support this journey of transformation.



















OBgE connects skincare and makeup, yet approaches each with a distinct attitude.
Skincare represents the beginning of self-care through an easy and effortless daily routine,
while makeup completes the journey — expressing modern beauty that enhances one’s natural allure.















For those who wish to refine themselves and reveal their inner beauty,
OBgE presents elegant, inspiring HOW-TO content.


















OBgE
2025 RE - Branding

Brand Strategy & Positioning
Re-Branding Consulting
Creative Campaign & Art Direction
Campaign Film & Visual
Concept & Content Development
BI·BX Design




Credit List

Creative Director Sora Lee, Yuto Ebihara
Photography Hyewon Kang
Film Minkyu Kang
Director of Photography Andy IereKim
Editor Sol Lyu, Kwanwoo Jung
Set Art Minkyu Jeon
Hair Hongmoon Ahn
Make-up Arum Yang
Styling Taehee Lee
PD Soyeon Lee
Assist Hyesung Yang
Talent Jiho Kim, Zeng
Rebranding Direction Sora Lee
Rebranding Strategy/Direction Yuto Ebihara Project Managing/Marketing Strategy Narae Lee
Creative Design Direction Hyesung Yang

TURN VISION INTO NEW ERA