2022 Hanyul Sijang
Summary
In celebration of Chuseok 2022—a time when nature in Korea reaches its peak—the limited-time campaign “Hanyul Market” was launched to express gratitude for
the bountiful harvest. From Ganghwa to Yeongwol and Yeoju, the campaign highlights the origins of Hanyul’s signature natural ingredients, grown under optimal
conditions. The concept of a “market” was used to visually express this story.
Product concept
Inspired by the fruit and produce gift boxes often seen during Chuseok, the goal was to create a product that would let customers fully experience the atmosphere
of Hanyul Market and enjoy a memorable experience. Illustrations with rhythmic movement were combined with the vibrant colors of natural ingredients to create a
sensuous and lively graphic style. To recreate the look and feel of a real produce box, corrugated paper was used, and the design was enhanced with a die-cut
sleeve, echoing the details of agricultural packaging. The product’s ingredient and origin labeling also drew inspiration from the layout typically seen on produce boxes.
To further tell the story of Hanyul’s fresh natural ingredients and local roots, Hanyul Market launched a fun collaboration with the
handmade fabric figure brand Broboy. Natural ingredients representing Hanyul were turned into charming characters and used as storytellers,
making the narratives of their origin and nature more engaging and accessible.
- Amorepacific Creatives
- Product Direction & Design
- Kwon Jiyeon
- Visual Directing
- Kang Rami, Yoo Heeseon
- Figure Design Direction
- Kim Seongeun
- Photography
- Shin Sangwoo
- BM
- Kim Haesoo
- Development
- Lee Inyoung
- Design Studio
- PROJECT EDDY
- Figures
- BROBOYS
