AU CALM THE TERRACE

The Client

Elcru Au Calm aims for a true luxury life beyond high-end residences.

Located not far from the city center but near a dense forest, Elcru Au Calm is a luxury terrace house where you can enjoy the city’s smartness, tranquil natural scenery, and rich residential experience.

Terrace House was developed based on the understanding and concerns about people. With high ceilings and broad private terraces that enrich the space, separate spaces such as study, dressing room, and laundry room, a spacious and comfortable bathroom like the one in a luxury hotel, and the interior covered in relaxed and calm colors accentuated by high-quality marble and wood materials, a living room with a view of nature, and a roof garden to grow flowers and plants, the Terrace House offers a true relaxation from the bustle and stress of the city.

Convenience facilities for residents form harmonious spaces where various lifestyles and tastes coexist. Various convenient spaces created considering individual preferences, such as the leisurely lobby lounge and botanic garden; private library and cafeteria for comfortable resting; Pilates and fitness center; golf simulator lounge; grand dining room; and party room, provide a highly satisfying residential experience.

All these experiences together complete the lifestyle of Elcru Au Calm that evokes a sense of wellness. Elcru Au Calm will be a peaceful sanctuary for those seeking a true luxury lifestyle, bringing leisure and inspiration to life beyond just a luxury residence brand.

The Objective

The brand name of Elcru Au Calm comes from the French word Au Calme, which means a comfortable and relaxed life. This is a brand name that represents the tranquil lifestyle pursued by Elkrew Okam and contains the essential value of residential space in the pandemic era.

Living in Elcru Au Calm means not just enjoying luxurious buildings, convenient concierge services, rich amenities and beautiful scenery, but ultimately experiencing an elegant and relaxed lifestyle carefully designed for the physical, mental and emotional well-being of the residents.

YNL wanted to redefine the luxury life that Elcru Au Calm is aiming for, and to showcase brand identity that is differentiated from traditional luxury residential brands. The main goal of the project was to develop brand identities with a sense of meticulous consideration and warm hospitality based on the intrinsic value of the brand's leisurely life and comfort, and to develop application items that can give residents a unique brand experience.

The Solution

YNL defined the brand essence of Elcru Au Calm with the sentence “Au Calme Life Evoking a Sense of Wellness.” Based on this, YNL developed a brand identity that captures the essential value of Elcru Au Calm.

The C-shaped monogram symbol surrounding the initial A symbolizes the vision of Elcru Au Calm, which is to invite the rich beauty of nature into a living space and inspire life. The wide serif of A, which reflects the terrace space, the characteristic of the building, expresses the lifestyle of Elcru Au Calm that adds leisure to daily life. The curved horizontal stroke that completes A refers to a high-quality residential experience, carefully designed for the convenience of residents. The logotype of Elcru Au Calm expresses the open space and leisure that embraces the richness of nature. It also represents the value of thoughtful consideration with high-quality details. The combination of beige, light brown, and dark brown colors, reminiscent of warm sunlight and shadows, and the elegant gold express the warm hospitality and affluence of the brand.

The graphic motif developed on the concept of ‘hospitality of light’ expresses the experience of wellness pursued by the brand as a wave of light that extends into customers’ lives. The wave of light used at various touchpoints, including the welcome package and billboard, brings vitality to the brand. It expresses the identity of Elcru Au Calm, which provides inspiration and tranquility to life in emotional and visual language.