To celebrate the Year of the Black Tiger in 2022, HANYUL launched a special collection of three modern folk-art–inspired tiger products. A two-week pop-up event was held at Amore Seongsu from January 18 to February 2 to promote the collection. The project—from event planning to spatial, graphic, and merchandise design—was led entirely by the design team.
Concept
Purpose: Using a strong central motif, the project layered content across different formats and perspectives to maintain freshness while
leaving a lasting impression. The structure was designed to enable a positive content loop from online to offline and back to online again.
– Deliver HANYUL’s story
– Activate digital engagement
– Share New Year’s blessings through a giveaway event
– Convey a youthful, energetic, and emotionally vibrant brand experience
– Guide the flow: Online (AR and visuals) > Offline participation > Online sharing of live event content
Product Design
To mark the Year of the Tiger, HANYUL released three themed sets in January 2022: Red Rice, Moonlight Yuzu, and Young Mugwort.
The packaging featured tiger illustrations created by contemporary folk artist Seo Hana, symbolizing mugwort, rice, and yuzu respectively.
Space Design
‘A shared space for everyday empathy and enjoyment’
The pop-up was designed as an interactive, photogenic environment where visitors could create and share moments.
A Korean-inspired brand mood was established using birch wood tones, translucent fabrics,
and natural materials like rice and reeds to emphasize the product’s connection to nature.
A Zone (RECEPTION): Participate in the scratch lottery > take and upload a photo at the first photo zone
B Zone: Guided path + second photo zone >
C Zone: Product display and waiting area for the experience zone
D Zone (LOUNGE): View uploaded content > participate in the Luckey-ring event
Poster Design
The posters were designed with vibrant, eye-catching colors to double as standalone photo zones.
Each poster visually captured the essence of one of HANYUL’s three key ingredients—mugwort,
rice, and yuzu—reflecting their corresponding product color schemes and emotional tones.
They were produced in sets of three and six, with flexible arrangements based on location.
Lottery Design
To spark curiosity and increase foot traffic, we created a “100% Winning Instant Lottery” event based on the concept of sharing New Year’s blessings.
Visitors used a tiger coin to scratch off the Lucky Tiger Ticket and reveal their guaranteed prize.
A QR code on the back replaced traditional leaflets, directing visitors to detailed event information online.
Digital Leaflet Design
A QR-linked digital leaflet guided visitors through the customer journey.
It introduced key event experiences and encouraged participation via mobile engagement.
GOODS DESIGN
Good Luck Charms
Hanyul’s three types of amulet cards symbolizing the fulfillment of New Year’s wishes.
Each charm carries the meanings of “leap forward”, “fly high”, and “jackpot,” symbolizing growth, fulfillment, and great fortune.
The design expresses a joyful New Year’s celebration, dancing with Korean characters to bring good fortune, capturing the essence of Korean culture.
Luckey-ring and Luckey Charm
We designed an interactive “Luckey-ring” experience, where visitors could select and string together charms symbolizing their wishes for the New Year 2022.
The event was inspired by the spirit of the Korean New Year and aimed to blend tradition with modern sensibilities, encouraging participants to engage in a fun and meaningful way.
