Hanyul is a brand that delivers health to the skin and mind, based on Korean local and natural ingredients combined with the wisdom of traditional fermentation science.
This ‘Hanyul BRAND RENEWAL’ project was a comprehensive design study across various visual fields, aimed at evolving the brand to align with contemporary trends while preserving its core assets.
Package Concept
Hanyul conveys the value of nature and art through a contemporary Korean aesthetic.
This aesthetic is expressed through clean, unadorned simplicity, translucent materials that diffuse light, and colors imbued with the gentle warmth of nature.
The interplay of deep and subtle shades, reminiscent of traditional ink wash painting, communicates the time and care devoted to our natural ingredients.
Primary Packaging
We drew inspiration from the white porcelain jar (‘baekja’), a cherished part of
Korea’s heritage beloved for its timeless beauty. Hanyul reinterprets the elegant
curves and the understated, spacious beauty of these jars in a modern way,
incorporating this iconic heritage into containers that embody our brand’s commitment to time and care.
The containers feature a texture that allows light to gently permeate the material,
and are colored with the rich, gentle hues of nature. As objects that encapsulate the
entire journey from raw ingredient to final fermented product, they bring the
beauty of nature and Korean aesthetics into daily life,
blending seamlessly into personal spaces to offer a sense of comfort.
As part of our commitment to sustainability and a ‘clean cycle,’ we have transitioned
all primary containers from plastic to glass, utilizing a lightweight glass to minimize weight.
The cream jar is designed with a refillable structure; after use,
customers can purchase a refill capsule and simply insert it into the original jar for continued use.
Secondary Packaging
While the primary containers richly express the colors of the raw ingredients,
the outer cartons use a clean, off-white space to showcase the
beauty of ‘yeobaek’—the negative space that is central to the Korean aesthetic.
The gradient elements on the cartons symbolize the depth and subtlety of time.
They begin with the color of each natural ingredient and represent the deep,
layered essence developed through the long fermentation process.
When the product boxes are lined up side-by-side, they form a continuous horizontal line of color.
This is a nod to the horizontal lines found in the Korean natural
landscape and a continuation of a design asset that has long been a part of Hanyul’s identity.
To effectively tell our brand story, we developed a new graphic to represent
Hanyul’s fermentation science. Instead of the cold, rigid lines often associated
with science, we used fluid, flexible curves to express Hanyul’s ‘science of care and time.’
Using the motifs of an hourglass and a Venn diagram, the graphic visually explains
the relationship: Natural Ingredient -> Extracted Active Ingredient + Hanyul’s Fermentation Science.
This makes the complex process easy and intuitive to understand.
