In September 2022,
Sulwhasoo, the global luxury skincare brand, launched the brand campaign “Sulwhasoo, Rebloom #SulwhasooRebloom” to
communicate its newly defined identity while continuing to carry forward its unique philosophy and heritage.
Alongside the campaign, the Yoonjo Essence White Porcelain Edition,
celebrating the 25th anniversary of the iconic First Care Activating Serum,
is reborn as an art object that blends traditional beauty with modern sensibility.
Concept
The Yoonjo Essence White Porcelain Edition draws inspiration from the iconic Korean moon jar,
a symbol of refined simplicity and harmony in traditional Joseon-era white porcelain.
The curved elegance of the container embodies a sense of balance and inclusiveness, reflecting the essence of Sulwhasoo’s philosophy.
By paying homage to the moon jar—Sulwhasoo’s core design motif—it captures understated sophistication,
graceful restraint, and the quiet richness of a leisurely life. The subtle tactile sensation in the hand evokes the depth and aesthetics of Korean tradition.
The layout design integrates the harmony of horizontal and vertical writing, the beauty of empty space,
and the freedom and restraint of Korean calligraphy, reinterpreted with a contemporary sensibility. From every angle, the visual narrative continues seamlessly.
Sulwhasoo’s iconic Chinese character symbol is used with greater artistic significance, serving as a refined legacy that conveys the brand’s heritage.
The Yoonjo Essence White
Porcelain Edition, introduced
alongside the campaign
“Sulwhasoo, Rebloom”,
marks the first product of
Sulwhasoo’s renewed journey
—making it a meaningful symbol
of a new beginning.
The Yoonjo Essence White Porcelain Edition, introduced alongside the campaign “Sulwhasoo, Rebloom”,
marks the first product of Sulwhasoo’s renewed journey—making it a meaningful symbol of a new beginning.
