Samsung C&T's construction division has overhauled its housing brand Raemian for the first time in five years.
Samsung C&T (028260) said on the 31st that it has completely redefined Raemian's brand identity system and unveiled a new slogan and BI to reflect shifting housing trends and lifestyles.
The renewal responds to a change in how people view housing, with buyers now placing greater weight on the time and experiences they have at home and on personal taste, rather than on physical and asset value such as location, floor area and market price. The company set its new brand direction as "From Height to Depth," with the official slogan "Deepen Your Life, RAEMIAN." The message is that Raemian will focus on the essence of housing by adding depth to residents' daily lives and experiences, rather than simply building taller and wider physical spaces.
The company presented three core brand values to deliver that goal: "Originality," respecting individual taste over uniform standards; "Dignity," meaning value that residents feel the longer they stay rather than ostentatious splendor; and "Refinement," stripping away the superfluous to raise the level of completion.
The new BI keeps the three vertical lines that symbolize Raemian while making the design more concise by emphasizing spatial depth and white space. The color scheme shifts from the previous combination of green and gray to restrained black and white, giving visual form to a brand philosophy centered on essentials. The new BI will be introduced first at Raemian Trinione in Banpo-dong, Seocho-gu, Seoul, and will be applied to subsequent complexes in stages.
Samsung C&T said it aims to use the renewal as a starting point to upgrade its existing product lineup — including the customized floor plan design "Next Home," the specialized landscaping "Nature Gallery" and the residential care service "Hestia" — and to expand beyond a housing brand into a "life culture brand."
"This renewal is a process of inheriting the heritage Raemian has built over the past 26 years while newly establishing the standards that will lead the next 100 years in line with changing housing values," said Kim Myung-seok, executive vice president and head of Samsung C&T's housing product marketing division. "We will continue to develop into a 'life culture brand' that makes each individual customer's life deeper and richer through differentiated products, services and technology."
