Amorepacific Creatives - AESTURA 2025 holiday ‘ AESTURA CAPSULE FAIRIES’

Summary

Following last year, we designed the 2025 Holiday Collection to capture the unique story of AESTURA. We managed the entire creative process, spanning concept planning, product design, packaging, visual photography, and video production. Through a narrative that embodies AESTURA’s brand identity, we completed a limited edition design unique to the brand.

Concept

This year, we built our narrative around AESTURA’s proprietary DermaON technology. AESTURA Atobarrier Cream features visible capsules that replicate the skin’s lipid structure using long-chain & linker ceramides, cholesterol, and fatty acids, serving to reinforce the skin barrier. We chose to reinterpret this technology through a fairytale lens, personifying the capsules as “Capsule Fairies.” We envisioned a story where these DermaON fairies unite to protect the skin barrier. By likening the white capsules to heavy snow falling in midwinter, we effectively captured the festive holiday mood.

Illustration & Package Design

Since we were translating AESTURA’s technology into a narrative, we wanted the imagery alone to be enough to stimulate the imagination. To create a richer storytelling experience, we applied distinct scenes to each of the three differently shaped packages. For the jumbo-sized cream, we depicted fairies awakening from DermaON capsules and descending from the sky. The cream and mist set features capsule fairies gathering around cracks (representing the skin barrier), while the cream set illustrates fairies flying through the air, carrying the connecting links of ceramides, cholesterol, and fatty acids. We enhanced the level of perfection by incorporating background elements that evoke a festive holiday mood, alongside images of the products in use. These illustrations were created in collaboration with artist Leeio, known for capturing a warm sensibility and inviting viewers to imagine a whole story from a single scene.

Visual & Video

To ensure the illustrations and their story caught the eye, we utilized the Capsule Fairies as physical props for the photography. The cute, round shape of the characters felt perfect for the shoot, and upon printing them, we realized they would work beautifully as ornaments. We styled the scene with these figures cascading around the products and boxes like festive decorations. Additionally, we produced GIFs to bring the fairies to life and used white snowflakes as props to intuitively visualize the concept of the DermaON capsules.

To fully bring our narrative to life, we also produced video content. By adding subtle movement and music to the illustrations—which appeared as static scenes on the packaging—we aimed to more effectively communicate our intended holiday concept. Although brief, the video captures the festive year-end atmosphere through snowy landscapes and a mysterious musical backdrop. For this production, we collaborated once again with artist Kim Wan-soo, who expertly expresses stories through his witty and whimsical visual style, continuing our partnership from last year.