29'
29CM PB
29CM “29’” Private Label Launch
Project Context
As part of 29CM’s strategy to strengthen the Home & Lifestyle category, the company decided to develop its own private label, similar to Musinsa Standard. Initially named 29Edition, the line was later rebranded as 29’ (29 Apostrophe) in line with company-wide strategy.
Strategy & Direction
The aim was to expand 29CM’s influence beyond curation into original product development, reinforcing customer loyalty and diversifying revenue streams. The brand was positioned as a lifestyle label blending functionality and aesthetics, designed to resonate with trend-conscious consumers.
Planning Intent & Execution
Led the branding, naming, and launch campaign for the new PB line.
Launched with fragrance and diffuser products, then expanded into towels, slippers, homeware, and hand creams.
Recently opened an offline retail store to enhance customer engagement and experiential branding.
Created Better Magazine, a digital editorial platform highlighting product advantages through interviews with cultural influencers and tastemakers, amplifying product storytelling.
Role
I oversaw end-to-end brand development, from initial naming and identity creation to product launch campaigns and editorial content strategy.
Results
Successfully introduced 29CM’s first PB brand, securing market traction and expanding the Home & Lifestyle category.
Built a scalable product portfolio, transitioning from initial fragrance SKUs to a full line of lifestyle goods.
Strengthened 29CM’s brand identity as both a curator and a creator, with offline retail activation adding credibility and visibility.