Anormal takes a close look at customers’ lives, searches for what values are needed today, identifies what customers find inconvenient, and provides solutions. The company was especially concentrating on what customers need, but realized that a new brand identity should also include what is really happening in a customer's life. In line with the Anormal brand philosophy, the brand identity redesign moves from a product focus to a brand focus. The new branding is built around the core concept "Suggestion of Life Scent," which promotes a new lifestyle and uses various familiar feelings and emotions to enhance everyday life.