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Branding / 2025 / Hwal Kim
Our identity reflects the dual nature of its creator—a “gentle eccentric.” This paradox shapes the brand’s two-part visual and sensory language:
Tangible elements such as business cards, packaging, and bottles embody the refined, composed side—symbolized by a horizontal logo. Meanwhile, intangible elements like scent, photography, and tone & manner express the more unconventional, spontaneous side—captured in a symbol-based logo.
A minimalist system unites the contrast. Clean forms and subtle textures meet unexpected gestures, delivering a brand experience that’s both poised and unpredictable. Raw Contrast is not simply a fragrance brand—it’s a sensory statement that breaks form while staying deeply personal.
Branding / 2025 / Self-Initiated
An animal illustration captures the spontaneity of conversation over wine, while witty phrases like “Keep Calm & Drink Wine” and dynamic color blocks translate the relaxed evening atmosphere into a vibrant visual language. Underpinning it all is a robust grid system using Gotham Condensed, Gotham Regular, and PP Editorial New Ultralight—ensuring clarity and consistency while imbuing ¡Feliz!’s casual character with genuine authenticity.
Cosmetic / 2023 / Amorepacific
Working closely with Amorepacific China, We incorporated feedback from the sales team and aligned with the brand's overall direction throughout the project.
The pump and the smooth curves connecting to the bottle evoke the appearance of traditional roof tiles, giving the product a blend of Eastern and contemporary aesthetics.
To highlight the unique characteristics and benefits of each of the six products in the lineup, various materials and colors were explored and finalized in collaboration with Amorepacific China. Over the course of more than a year, designs were developed for different capacities within each lineup.
Ryo Daily Line was launched in China in the fall of 2023 through Amorepacific.
Object / 2020
Branding / 2024 / Self-Initiated
The coffee's aromas generated during the roasting process were translated into floral graphics with a black bitmap effect. The black pixels represent finely ground beans, and the diverse floral graphics express the distinct aromas of each coffee.
The art of precision demanded by professional roasters is steeped in rationality. However, the culmination of this intricate process, the brewed coffee evoke conversations and infuse emotive elements within the café's ambiance. This delicate fusion of rationality and emotion is meticulously represented through a refined graphic system harmonizing Neue Haas Grotesk and Sangbleu Republic font pairings.
Device / 2023 / Ceragem
The core focus for the team was creating a contextual link between professional skincare equipment and the unique environment of high-end aesthetic salons. Unlike clinical or hospital settings, premium salons invest heavily in the customer’s spatial experience by controlling scent, temperature, humidity and using high-quality materials like wood and fabric in their interiors. Equipment placed in these spaces must visually and sensorially fit the refined and comfortable atmosphere.
However, the device’s requirement to store multiple handpieces presented a clear design challenge. The studio solved this by adding a fabric cover secured with magnets.
The PU-coated fabric prevents contamination, improves usability and covers the front of the device, softening its look so it doesn’t feel like clinical medical equipment. The cover is fully removable, allowing B2B buyers to customize it with their own patterns or colors for branding. To highlight the fabric’s rich texture, all other device elements were designed to be minimal and efficient.
Object / 2023 / Milliong
Additionally, it comes with a metal plate for use on regular tables or shelves. Various materials and weaving techniques were explored, leading to multiple samples that strike the right balance between securely staying in place amidst a cat's playfulness and being easily attachable and detachable. Milliong released the Cat Fist in winter 2023.
Branding / 2024 / Daeyu Maguro
The graphic identity of Daeyu Tuna inspired by Japan's vertical script and traditional drawing, The harmony of restrained typography and logo with delicate line and bold graphics,effectively encapsulates and conveys Japan's inherent sensibility.
Ceramic / 2021 / Sun Ceramic
We can easily find two materials around us: pottery and terracotta. However, there are not many products that combine the two materials. Because of the purpose of protecting the artist's identity and the working environment, the artisan who makes white porcelain only works on white porcelain, and the artisan who makes terracotta only makes terracotta. This close but distant encounter of two soil conveys a new material harmony.
Pottery wheel technique can be made thicker than casting, so even in a simple form, it feels more voluminous. We had to make use of merits of artist Sun Eui-mi, who makes ceramics with this technique. Cylinders, bowls, and circular holes, which are easy to commercialize for pottery wheel, were selected, and prototyping was conducted to find an appropriate ratio.