A PLCC (Private Label Credit Card) that delivers powerful benefits through a partnership with a single brand, this credit card is not only a financial tool but also an extension of Amorepacific’s identity.
“What Amorepacific represents,
cosmetics and history.”
Concept
The five cards faithfully embody their individual concepts while collectively representing Amorepacific’s identity.
From skincare—the foundation of makeup—to makeup itself, the collection features cards that reflect the shimmering formulas of lip gloss and palette products. It also includes a tribute to the “Oh My Love” makeup campaign, first introduced in Korea in the 1970s, highlighting Amorepacific’s rich legacy and history.
Process
One of the most effective ways to clearly convey the identity of a credit card created by a cosmetics company was to replicate the textures of actual cosmetics on the card.
However, accurately capturing the shimmer, matte finish, and transparency of real cosmetic products on a card less than 3mm thick proved to be a challenge. Replicating these textures risked increasing the card’s thickness or causing it to bend, potentially interfering with essential functions like payment and withdrawal. Additionally, for cards designed to mimic transparent, glossy cosmetic containers, a special barrier layer was required to ensure payment functionality, making it extremely difficult to achieve the intended level of transparency.
To overcome these challenges, we explored a wide range of design concepts and developed numerous card prototypes. Through this process, we gained valuable insights into printing and post-processing techniques that differ from traditional paper printing—knowledge we believe will be highly applicable to future projects.
card 01
“The purest cream”
This card perfectly captures the texture of a pure, white cream—one of the most essential skincare products.
To achieve this, we applied a velvety coating across the entire surface and added an additional UV coating to replicate the cream’s rich texture as faithfully as possible within the limits of a thin card.
card 02
“The most suitable base tone”
This card visualizes the expanding diversity of base tones across different ethnicities and skin tones.
It reflects the Hera Foundation’s base tone system, which is tailored specifically for Korean skin tones, and translates those nuanced shades into a visual design on the card.
card 03
“Pink with a Sparkle”
This card was designed to evoke the shimmering texture of pink lip gloss.
We used glitter plates and holographic foil to maximize the pearlescent sparkle. While aiming to create the most dazzling effect possible, we encountered a challenge—applying too much glitter caused the card to warp, which prevented us from fully achieving the desired brilliance.
card 04
“Fresh Blush Palette”
Based on the concept of a wallet-sized blush palette, we created a transparent and refreshing blush product in the form of a card.
Although it is thin, we added three-dimensional effects to make it resemble a real palette.
During the design development process, we visited our company’s cosmetics store and drew inspiration from Espoir’s fresh palette, which we then applied to the card.
card 05
“The First Makeup Campaign, Oh My Love”
Oh My Love,” the first makeup campaign launched by Amorepacific in Korea in the 1970s, was a landmark event in the history of cosmetics. Due to its symbolic significance for Amorepacific, it was considered a key element to represent the company’s identity and was therefore incorporated into the card design.
The front of the card envelope features an image of various products stacked together,
allowing the same concept to be conveyed even when the card is delivered.
“The joy of makeup
contained in a thin, small card”
Since the recipients of this card are customers who regularly use and enjoy a variety of Amorepacific products, we wanted them to feel the concept and joy of makeup at a glance. Rather than simply representing a single brand, our goal was to fully convey Amorepacific’s identity. To achieve this, we explored numerous design concepts and went through multiple sampling processes. Although it was a challenging project, it was also a meaningful one that allowed us to experiment with new materials and post-processing techniques. We also extend our sincere thanks to everyone who contributed—from photography to video production.
