HOLITUAL’s second aesthetic collaboration project, Miracle Time, was developed in collaboration with lymphatic therapy expert and aesthetic industry mentor Park Jung-hyun, and features herbal teas used in Park’s aesthetic shop.
Concept
Miracle Time was the first tea ritual product introduced by Holy Ritual, a brand focused on skincare rituals. It offers a holistic beauty experience by connecting physical and mental well-being. As the brand’s first expansion into a dry product outside the traditional skincare category, it required careful consideration in terms of branding.
Illustrations were added to clearly communicate that this is a food product and prevent any misunderstanding. Artist Jo In-hyuk collaborated on the design, harmonizing graphics and typography to capture the essence of slowly brewed tea, the detailed craftsmanship of an aesthetician’s hands, and the benefits of 12 healthy ingredients—all within a single scene. By using the same symbol as in previous products, the design supports stable brand expansion while effectively delivering the intended message.
Thanks to the high level of detail in each illustration, the elements were actively applied to the box flaps, packaging, and instruction manual to enhance the consumer brand experience. The box wing structure was also significantly revised to improve durability and incorporate the product’s story.
A deep orange tone was introduced to evoke the imagery of traditional Korean herbal ingredients and brush tea. A version featuring a fully orange box exterior was considered until the final stage, but the current design—maintaining the brand’s signature gold and white on the outside while applying orange to the inner packaging—was ultimately chosen to create a refreshing impression upon opening.
Photography and video production for Miracle Time were carried out in collaboration with the Corporate Creative Team’s Content Department. The brand’s concepts and narrative were shared from the early planning stage, and detailed preparations for mock-ups and props ensured that the product’s story was visually captured with depth.
