PRUGIO, an eco-friendly Korean apartment brand, rebranded itself so as a sophisticated brand and an upscale living environment. Unlike other brands focusing on superficial luxury, PRUGIO wanted to create a fundamentally premium environment based on the concept of “Intrinsic Life” in which each person could live in an apartment built to serve its intrinsic purpose - become a home. PRUGIO used rich colors and features to create visual representations of a comfortable and affluent life. It developed a master plan for services, community programs, apartment exterior, facilities, and landscaping to convey a consistent image.