CJ Logistics unveils O-NE Friends characters for delivery brand

CJ Logistics has unveiled ‘O-NE Friends’, a set of three new characters designed to represent its delivery brand, ‘O-NE’. The characters are inspired by delivery boxes and are intended to communicate the brand’s core service values more intuitively to customers.

The trio consists of ‘O-Neng’, a fast-acting leader representing speed; ‘O-Deun’, a reliable character symbolizing safe delivery; and ‘O-Di’, an explorer representing the company’s nationwide delivery network.

The company plans to integrate these characters across various customer touchpoints, including the O-NE app, physical delivery boxes, social media, and brand content. Future plans include releasing merchandise and emoticons to strengthen customer engagement. This move is part of a broader strategy by CJ Logistics to differentiate its various service brands, such as ‘The Fulfillment’ and ‘The Unban’, by transforming logistics from simple transport and storage into a distinct customer experience.