CJ Logistics Unveils 'O-NE Friends' Brand Characters to Build Brand Familiarity

Three characters embody action, safety, and exploration
Debut at the National Excellent Market Expo
Engaging consumers through the mobile app and emoticons

CJ Logistics is developing characters to represent its delivery brand O-NE and expand its touchpoints with consumers.

“O-NE Friends,” characters of CJ Logistics’ delivery brand O-NE. From left, clockwise: Oneng, Odi, and Odeun. CJ Logistics.

CJ Logistics announced on October 8 that it will introduce its brand characters, O-NE Friends, through its official social media (SNS) channels. The aim is to convey the values O-NE stands for in an intuitive way and build greater familiarity with the brand.

O-NE Friends takes inspiration from the delivery boxes used to bring packages to customers. The characters embody the service's core values by giving boxes that travel throughout the country distinct personalities and roles. The trio consists of Oneng, an action-oriented leader who dashes off at any time; Odeun, who safely embraces anything; and Odi, an explorer who seeks new paths. Together, they embody O-NE's brand identity: fast delivery, safe handling of goods, and a nationwide connected network.

O-NE Friends will make their debut starting October 9 on event banners and prizes at the National Excellent Market Expo, in which CJ Logistics is participating as a logistics provider. The company plans to expand the characters' use across its marketing and business activities, starting with the expo. It will feature them in the O-NE mobile app and delivery boxes that consumers encounter directly, and diversify its communication channels with SNS content, merchandise, and emoticons.

The introduction of the characters is part of CJ Logistics' strategy to differentiate its service brands. Even in the logistics industry, where business-to-business (B2B) transactions have traditionally accounted for a large share, it has become increasingly important to communicate the competitiveness of individual services to consumers. In response, the company has been building specialized brands for different businesses, including the integrated delivery brand O-NE, the fulfillment service The Fulfill, and the middle-mile transportation service The Unban, to differentiate the customer experience.

A CJ Logistics spokesperson said, "We developed O-NE Friends, inspired by the delivery boxes customers encounter every day, to make O-NE's delivery service and brand identity easier to understand. We plan to use O-NE Friends across a range of customer touchpoints, including our actual delivery services, and grow them into an asset that represents the O-NE brand."

This content was produced with the assistance of AI translation services.