The Signia line, launched in 2015, represents the pinnacle of luxury within the Hera brand as its high-end skincare line.
It elegance and beauty through a fusion of modernity and classical elements. The Signia line is introducing a new high-end
serum that encapsulates essence of Hera skincare. By harmon circular and square shapes, the Signia line creates a timeless
yet iconic design Combined with a refill system, it redefines luxury of Signia.
The Signia Illuminating Serum is a firming and radiance-boosting serum that awakens the skin’s inner vitality with powerful active ingredients extracted from white flowers and an innovative dual illuminating capsule formula.
This project introduces the design development journey of Hera’s new high-end serum, where cutting-edge technology meets the brand’s timeless identity.
Have you ever seen this product—or perhaps this photo—before? First launched in 1995, it was one of Hera’s most beloved early creations.
The starting point for the new design began with a single photo I had kept in a notebook folder for many years, long before I began working on Hera’s design.
We borrowed the original product, now archived in a museum, to study it closely and draw inspiration from its form.
Even after a decade, the elegant harmony between circular and square shapes, along with the innovative refill system that was ahead of its time, remained captivating.
These two elements became the core inspiration for the new Signia Illuminating Serum design.
Hera’s Signature Form — Circles and Squares
The core focus of this project was to reinterpret Hera’s iconic geometry—the circle and the square—into a form that feels both timeless and distinctive.
Rather than adding a square decoratively atop a circle, we sought to create a new silhouette where both shapes coexist with equal presence.
Although the combination of circular and square elements could feel weighty, the transparency that captures light, the pure white finish, and the harmonious interplay of gold accents together embody a sense of radiant, gentle luxury—a mood unique to the Signia Illuminating Serum.
Hera, the Pioneer of the Refill System
Continuing Hera’s heritage as a pioneer in refillable packaging, we reinterpreted this system through a modern, functional design.
The refill container can be detached without twisting or disassembling any parts, offering a simple and refined user experience.
We meticulously adjusted the proportions of the outer bottle, refill cartridge, pump, and cap to ensure a balanced grip and effortless use.
A built-in magnet within the overcap delivers a smooth, elastic closure and a satisfying click, enhancing the sense of craftsmanship and luxury.
This refill system represents Hera’s philosophy—a pursuit of luxury grounded in sustainability.
Signia’s Essence — Light and Texture
We sought to carry forward the delicate sophistication of the original Signia line.
By amplifying the play of light within the transparent material’s subtle texture, we harmonized the new Signia’s modern minimalism with its heritage of luminous beauty.
The white cap, stripped of ornamentation and refined to a pure circular form, accentuates the bottle’s presence as it catches and reflects the light—a quiet expression of elegance that defines the new Signia Illuminating Serum.
Enhancing Luxury Boldness — Development of Hera’s Exclusive Brand Typeface
Starting with the Signia Illuminating Serum, we developed a dedicated Hera logo and unified brand typeface to strengthen the brand’s luxury identity and communication impact.
The new typeface inherits the delicate serif details inspired by the contrast of thick and thin strokes in the Hera logo, while applying a slightly lighter overall weight to establish a clear hierarchy between the logo and the line name.
Available in two styles — Regular and Light, the typeface will first debut with the Signia line and later expand across Hera’s key collections.
The Regular type will be used for Reflection and Homme lines, reflecting Hera’s clear and modern core, while the Light type will represent the Signia line, embodying Hera’s refined and elegant luxury.
Beyond packaging, this bespoke typeface will be actively applied across global campaign key visuals, as well as major online and offline communication headlines, reinforcing a cohesive and elevated brand presence.
*Typeface Design: Hera Designer KWON JiYeon
Building upon the newly launched Signia Illuminating Serum (2025),
we explored AI-generated imagery to visualize Signia’s White Flower, its play of light, and its delicate textures
— expanding the Signia universe into a visual narrative of radiance and depth.
Through this exploration, we aim to inherit and extend the timeless beauty and luxury essence inherent to the Hera Signia line.
