Goodrich Unveils New Brand Representative Faces 'Goodrich Friends'

[Asia Economy Reporter Changhwan Lee] The integrated insurance management platform Goodrich announced on the 11th that it will unveil the newly revamped face of its brand.

Goodrich has actively utilized its representative character ‘Olchi’ throughout its marketing efforts to widely promote the brand identity of ‘the right logic of insurance.’

‘Olchi’ is a character that modernly reinterprets the owl, a symbol of wealth and wisdom, and has been praised by the industry for cheerfully conveying Goodrich’s brand image of ‘resolving all concerns about insurance,’ thereby narrowing the psychological distance consumers felt toward insurance.

Through this renewal, Goodrich emphasized that it has strengthened its character lineup by enhancing the scalability of ‘Olchi,’ which has formed a strong fan base, while introducing new personas called ‘Goodrich Friends.’

‘Olchi’ now has more perked-up ears and bigger eyes, symbolizing a commitment to listen more attentively to customers and to understand their difficulties more wisely.

‘Goodrich Friends’ are a charming group of four animal characters shaped like an owl, rabbit, hippo, and duck, who take on a reliable role as problem solvers throughout the entire insurance process?from planning and comparative analysis to consultation and rational purchasing.

The company’s marketing strategy manager stated, “We gave the characters traits that highlight Goodrich’s goal of listening to customers’ voices and carefully comparing and analyzing only accurate insurance information to guide them as an insurance navigator,” adding, “We used soft curves as design elements and applied tone-in-tone colors among the characters to intuitively express a lively brand image.”

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