First impressions are lasting—they don’t change easily—and they often become the basis for how we’re judged over time. The welcome kit is the first gift a new employee receives upon joining our company. It’s also their first impression of our company culture. We believed this initial gift should be memorable, long-lasting, and representative of our company’s goals and direction.
As – Is
You can get a glimpse of the corporate culture at a given time simply by looking at the welcome kits produced in the past. The first welcome kit, created in 2011, included office supplies such as staplers and calculators, but also earphones—now a rarity. These were included to support the newly introduced online learning program. In the year the company’s mission statement was introduced, the welcome kit focused on related items. In 2021, as we redesigned the welcome kit for the first time in five years, we asked ourselves: What elements should we include to express our company as a complete experience?
To – Be
The welcome kit serves as a gift that embodies our company’s mission and values while also reflecting practical considerations. Unlike the past, when large-scale recruitment was common, we now hire on a rolling basis—so smaller quantities are needed. Flexibility was also important, allowing for items like diaries and stickers to be added depending on individual preferences or situations. Since most new hires are from the MZ generation, we made room for customization so each person can personalize their kit. And most importantly, the kit needed to be waste-free and eco-friendly.
Happy Landing
The kit includes items to help new employees enjoy their work life—supporting a “happy landing” at Amorepacific. The overall color scheme is inspired by the gray tones of our global headquarters. Materials like felt and matte finishes, commonly used in the building’s design, are incorporated throughout. The first item is a lightweight tote bag. As printed materials have decreased and information is more frequently shared on screens, we chose a tote that’s useful for moving between meeting rooms. Its unpartitioned interior offers ample space for items like a diary, mouse, or tumbler. To encourage the use of reusable items, a tumbler sleeve is included. The employee guidebook, once printed, is now available online via a QR code—attached to the bag like a luggage tag.
Since we selected the welcome kit items ourselves, we were able to intentionally link the design and components. Each item reflects the ABC Spirit that symbolizes our corporate culture, with subtle iconography hidden throughout. The tumbler represents open communication and collaboration; the cosmetic pouch reflects the relationship between company and customer; and the differently shaped trays symbolize our respect for diversity.
Perhaps because this company is a choice made with care, we wanted our welcome to feel heartfelt at first glance—a sincere congratulations on joining us. We hope this gift will be remembered fondly and for a long time by everyone who receives it.
