For approximately five years, the Dosan Flagship Store has offered its signature bojagi wrapping service. To introduce a sense of novelty, we launched the ‘My Jihambo Service’ and expanded it to select department store locations. This initiative aims to convey a younger, trendier brand image. Sulwhasoo’s new My Jihambo packaging service, which allows customers to DIY according to their own tastes, moves beyond the formal and sincere image of the previous furoshiki packaging and introduces a storytelling element for a more youthful appeal.
Concept
We wanted to make the customer experience more enjoyable and enhance the joy of gift-giving with DIY accessories that go beyond existing services. Drawing inspiration from traditional wrapping cloths used for alcohol and books, we developed embroidered brooches featuring animal and plant motifs from folk paintings, symbolizing good fortune—allowing the giver to convey a meaningful story to the recipient.
The My Jihambo accessories can be used with various silk wraps offered by Sulwhasoo, but we focused on colors and illustrations that best complement the white cotton wraps, which are provided free of charge depending on the purchase amount.
We selected 12 embroidered motifs and 3 bookmark patterns from categories such as celebration, prosperity, and health. These traditional symbols were reinterpreted into modern illustrations to make them suitable for everyday use. To ensure various combinations could be created on different types of wrapping cloths, we refined the color palette, accessory sizing, and overall design aesthetic through multiple sampling phases—ultimately producing accessories in Sulwhasoo’s visual language.
Aligned with Sulwhasoo’s new BI colors—amber and black—the signature silk wrapping cloth offered at Dosan Flagship Store has also been updated. The new silk wrap features Sulwhasoo’s logo and floral motifs woven and dyed into the fabric, resulting in a luxurious textile that embodies the essence of the brand.
“Since ancient times, wrapping has been a thoughtful way to express well-wishes to the recipient.
Without being overly ornate, every detail of this packaging reflects elegance
and conveys heartfelt wishes for happiness and respect.”
The packaging service area, Jihambo Zone, located on the second floor of the Sulwhasoo Dosan Flagship Store, was also renovated for the new My Jihambo service.
To allow customers to see, touch, and select each packaging element, careful attention was given to the display order and arrangement.
The design language and materials were chosen to harmonize with the existing store interior
and VMD elements, while highlighting the embroidered patches—the standout accessories of the service.
Preview
There were numerous new accessory developments, and as this was the brand’s first attempt at launching a pilot service of this kind, it was a challenging project that required close collaboration with partner companies and internal teams from the planning stage through to final execution. Thanks to the dedication of everyone involved, the service was successfully launched and has since expanded to platforms like Kakao Gift and select department store locations. I would like to once again express my sincere gratitude to all the team members and partner companies who worked tirelessly across various areas to make this possible.
