Clean Beauty Collective launched their first fragrances in 2003. The company decided to re-brand in 2018 — they changed the name of the company from Clean to Clean Beauty Collective — proceeding the plan to renew the look of their products.

We were approached to re-design the brand including its logo and the packaging for their entire classic fragrance range of 10 products. We changed the bottle from opaque to clear and transparent with the a white label in order to be more inline with their brand name. The color palette for each fragrance was renewed and we created the brand style guidelines to build a strong and clear brand identity.

Hotel Dawson is a fragrance brand that delivers its own unique brand story of the mysterious hotel and its surroundings. After presenting the idea in our visual concept to create characters who could be a part of the scene of Hotel Dawson for each scent that they planned to launch, we were commissioned to design their new fragrance hand & body series.

Our goal was to create different characters that go well with each fragrance and visually present it in a consistent manner retaining the brand identity. The visual keys were based on etching artworks while keeping the subtle elegant feel. The five characters were created and illustrated on the carton packaging: Braidwood(the owner of Hotel Dawson), Murphy(the hotel housekeeper), Greta(the old widow who stays in the hotel), Boris(the hotel porter), and Keats(the bartender who works in the hotel lounge). Visual marketing including the brand advertising and social media posts was also executed in a story-driven way to emphasize the brand story and brand experience.

Tickin is an online event subscription service that provides event tickets every month. A mission of the company is to make people save time and money so that they never miss out on their favorite events.

This project was to build a startup company and create its brand identity — I’ve been always wishing to use a service that makes selections of events that I would be interested in so I could save my time browsing things to do on weekends and still not miss any of my favorite events. I thought this business would be a great tool to elevate one’s quality of life with joyful leisure while being kept up to date with event news. The name of the company is very direct, literal, and fun sounding — It makes people immediately think of ‘ticket’, furthermore it can also be used as a newly formed verb as “Let’s tickin!” or “We are tickin’.”

Throughout designing this business from the scratch, I especially focused on the online user experience to create an easy and convenient service to use — Tickin provides customized event lists for customers based on the user’s profile with their preferences, and the users are able to choose a subscription plan. For brand identity, the square of the logo symbolizes a door to the events and invites users to step in. Tickin uses multiple colors that are color-coded per the type of events. From a blank page to bringing the entire service into the world, all business ideas and visual crafts were created.

With an idea of building ‘House of Marvel’ as a cultural space or a pop-up store, Disney Korea requested us to create a brand design guide book ‘Disney Korea: Marvel Inspiration Book 2019’ that suggests and presents the concepts of brand goods and brand experiential marketing campaign. We created the visual concept for the market place and rendered brand products. The brand goods that were presented in the book are digitally composited after the model photoshoot.

House of Marvel is devised as a three-story building that is consisted of the following: 1st floor - Casual wear, 80 years anniversary of Marvel Comics in newtro(modernized retro) theme, 2nd floor - Sportswear, and 3rd floor - Luxury Goods.

Founded by an influential make-up artist Pat McGrath, Pat McGrath Labs has been launching and developing its luxury cosmetic products, breakthrough advertising campaigns, and editorial spreads. We devised LiquiLUST™007 Series and designed merchandising visual assets along with online advertising.

‘Avant Garden’, a niche fragrance collection of Clean Beauty Collective, was created from its ‘Reserve’ Collection. It is an eco-conscious fragrance line-up with the brand’s hero scents that presents mystical and luxurious auras.

In order to launch ‘Avant Garden’ Collection, we were brought onboard to design series packaging and build the brand identity. We created the brand style guidelines that would be applied within the brand and shared with the retail markets, and designed packaging for series from the main fragrance line-up to seasonal gift sets. The concept for the in-store merchandising unit was also devised and rendered for their launching event.

Line and Space is a personal design project to create a concept for an installation art exhibition, with nothing more than lines and spacing in between.

Inspired by well-known abstract installation artists who represent line and space as a main theme of their artworks, I curated the exhibition of the following artists: Sol Hewitt, Esther Stocker, Chiharu Shiota, Janne Parviainen, and Mona Hatoum. Exhibition Poster, website, and wall graphics were designed throughout the project — custom letters were created and used as a key visual element for the exhibition.

Inspired by his mother Lucétte’s happiness upon receiving Korean beauty product as her 90th birthday present, Thierry Guamard, a formal creative partner of Kenzo, decided to launch his own Korean beauty brand with a french feel named ‘Dear Lucétte.’

We were approached to create the brand identity — from designing a logo to product packaging, we created all brand visual assets and directed the concept for its advertising. Our key visual objective was to make sure that the design exudes a french aesthetic. We did this by using french street sign for its logo lockup, and picking iconic locations for the video ad shooting.

Clean Beauty Collective requested us to design graphic elements that were needed for their in-store merchandising unit of their farm-to-fragrance collection ‘Clean Reserve’.

From rendering the entire unit to designing all print materials, I created all visual assets for the unit that would be placed in Sephora store. Along with the graphics for merchandising, I created product labels, seasonal gift sets, online advertising visuals.

Taegeukdang, the oldest bakery on record in Seoul, has been in operation since 1947 and has served the community with various baked goods, pastries, and cookies of the traditional variety.

We were asked to direct the branding process and propose ideas to create a solid and clear brand identity — some of their existing designs were re-designed, and all brand graphics for promotional brand goods, product packaging, prints, collaterals, and banners for in-store merchandising display were newly designed throughout the process.

I led the design process of Taegeukdang’s participation in Seoul Design Festival 2019. I rendered and curated the event space, and designed wall graphics, brand promotional animation, brand calendar, and stationery.

Mom's Bath Recipe is a Korean skincare brand that offers self-care beauty products. Inspired by traditional Korean mothers' secret recipes for homemade skincare in order to smooth their skin, the brand launched hygienic beauty products with a traditional Mom's bathing theme.

We were brought onboard to design packaging series for their new body scrubs and face masks. To target beauty-trend seekers who are in their twenties, we designed patterns for each product while using vibrant colors and keeping the feel of reinterpreted Korean retro style. Along with the packaging designs, variations of the stamp graphic with Korean mom were created for brand marketing purpose.

Everyman’s Library was founded in 1906 with publications by Joseph Dent (1849-1926), a master London bookbinder turned publisher, was a classic Victorian autodidact.

This was a personal design project to redesign book covers for the Everyman’s Library Pocket Poetry Collection and to create a book series of the following poets — John Donne, Charles Baudelaire, and Ralph Waldo Emerson. Maintaining the idea of using a label on the cover from the original design, I redesigned it in a way that expresses the rhythms of poetry with lyrical and stylized visuals.

Naturals by Watsons, founded as an in-house brand of Hong Kong’s No.1 drugstore chain Watsons, is an organic skin/haircare brand that takes the lead of environmental conservation. Their product range distils the essence of beauty meeting nature, with flowers, fruits, minerals and plants that rejuvenate and regenerate.

Their new brand campaign #ReNaturals — “I love Naturals. I love this bottle. Reuse Naturals.” — encourages customers to use a reusable bottle when purchasing their product at the in-store refill station.

I was approached to design a limited edition bottle to promote this brand campaign. I designed a green aluminum reusable bottle with the new illustration of their brand mascots and a set of stickers that would be included as a small promotional item with the bottle. Customers can play with these stickers to decorate and customize their own bottle — stickers of brand slogan, brand mascots, and product ingredients were designed throughout the process.

We were asked to design a series packaging for Sarah Jessica Parker’s perfume brand Born Lovely. To present the loveliness all women are born with, we designed it in an elegant and feminine manner. Brand advertising visuals and social media posts were designed along with the series packaging for its launch.

Eve Lom is a hybrid beauty brand that is well-known for their skincare range — each product is a unique tool, a luxurious beauty ritual that transforms the condition of the skin. It is known for being the secret addiction of women concerned with beauty issues. Eve Lom’s skincare products are the must-have items for beauty editors and journalists, make-up artists, and celebrities.

We were approached to design Eve Lom’s 2018 holiday gift set that would be sold in beauty markets for Christmas season. Maintaining their primary brand color theme pink and gold, a clean and simple gift set was designed. The set consists of their cleanser, radiance lift cream, and moisture mask.

Spirit & Flesh is a publication based in New York City with both physical and online editions. The magazine mainly covers art of fashion and beauty — the glossy surface, and what lies beneath. Not only featuring mainstream brands and celebrities, but it uncovers new talents and hidden local art and beauty scenes.

For their magazine issue 6, I designed partial magazine spreads and online article layouts. Editorial design, image retouching, and typography works were executed throughout the process.

Stash Unspoken is Sarah Jessica Parker’s other perfume range. It is Stash Collection’s second perfume which is a more light-hearted and easygoing fragrance in the collection. Stash Unspoken has a fruity, lively quality that feels much more laidback.

My goal was to design Stash Unspoken’s magazine blow-in and ad visual for printing. The artwork is designed to present the mysterious but bright and casual feel of the fragrance. Image editing and editorial design were executed during the process.

Asia’s leading health and beauty retailer Watsons International requested to re-design their X-Flower Paper range that covers travel pocket tissues, paper towels, wet wipes, etc. This range was first launched in 2012, and its visual concept and design has been changed several times since release. This year, they planned to change the existing design style considerably and directly target Generation Z youths who are in their 10-20s.

I was asked to propose diverse design concepts before moving onto the design process — Multiple illustration styles and visual concepts were explored in the beginning stage of the project. The marketing team requested to include the options with birth flower concept to draw customer’s emotion to the brand and target Generation Z to post the product on their social media as a part of expressing their personality.

Among all different styles of designs, the client decided to choose two design options to release for the next five years. Since their core clientele is young girls, the design variations were focused to create a look that is cute, adorable, friendly, and feminine.

With the rise of K-pop song ‘Gangnam Style’ by Korean rapper Psy, Gangnam district office had been planning to brand the district with the strong visual identity to attract more people to come and visit.

We were asked to create a new visual identity for Gangnam-gu district to re-brand the old image of the region — which used to be only friendly for old wealthy people and not so open to people who are not from there.

Our visual goal was to create a friendly and clean identity that would be suitable to use for their regional events and promotions. From re-designing the Gangnam region district logo to promotional branded materials, we designed the district brand guide book that presents visual guides and graphic usages.

Cornerstone is an Italian restaurant that is located in the hotel Park Hyatt Seoul. My goal was to coordinate and direct an illustrator to create a wine menu book of 400+ wines for Cornerstone.

I designed page layouts and illustration sketches, and finalized the menu artwork. The menu is sorted and composed with different themes per the origin of wines and seasons.

G Market is an e-commerce website that is one of the largest online shopping malls in Korea. For their brand campaign ‘The shopping that changes shopping (쇼핑을 바꾸는 쇼핑)’, we were on board to create its brand book with the visual identity.

While clarifying their brand vision and image, the new brand campaign logo was designed — design application rules were devised and included in the book. The brand event ‘G Market Movie Day’ space was devised as a part of brand promotion, online advertising visual and poster were created.

Sunkist is a brand of primarily orange flavored soft drinks that launched in 1979. Imported to Korea since 1982, Sunkist Korea opened the new horizon in Korea's beverage market, and has been leading the market trends.

We were asked to design a series packaging for their new product range “Vita & Jell” — a gelatin pudding series that comes with four different fruity flavors. We were focused to create a clean and direct look, and the packaging was designed with vibrant colors that represent the citrusy taste of the product.

CJ O Shopping, a Korean online home shopping business covering online shopping and mobile commerce, requested to design a new package for the mushroom supplement gift set of their diet supplement range ‘Secret Plus.’

I re-designed the product logo, and newly created the gift set packaging throughout the process. Phellinus Linteus(a type of mushroom) supplement is a popular gift for elders in Korean holiday season. This product was launched to target the holiday season of Korean New Year 2019. Using the dark brown color as a key color, a mushroom/wood pattern and typography were used to make it more distinctive from other products of competitor brands.