We redesigned the packaging of the (Amore) Seongsu Brush, which was produced and operated since the opening of Amore Seongsu in 2019.
We aimed to effectively convey the characteristics of the Amore Seongsu Brush and the background of its production so that it could become a signature product as a PB product of Amore Seongsu.
Background
Phase 1. Product Launch Story
“What if we created a brush
that even beginners could use easily?”
Amorepacific’s makeup artists frequently heard from customers who were unsure how to use brushes or found them difficult.
This feedback inspired a collaboration between makeup artists, Amore Seongsu’s space planners, and designers to begin
researching a new type of brush. In the fall of 2019, coinciding with the opening of Amore Seongsu, we launched a
collection of 15 Amore Seongsu Brushes, each designed to help even beginners achieve a flawless makeup application.
Phase 2. Repackaging
The Amore Seongsu Brush line has become a representative private brand product, embodying the professionalism of our beauty flagship.
Thanks to their high quality and versatility, the brushes received an enthusiastic response from customers, with several of the 15 types becoming best-sellers.
Not content to rest on this success, we decided to upgrade the line to offer an even more valuable product.
In the summer of 2023, the brushes took their next step forward with a full repackaging and a renewed focus.
We emphasized three key selling points: brushes that reflect an artist’s expertise, are easy for beginners to use, and help you create your most authentic look.
We also added detailed descriptions to highlight the specific purpose of each brush and obtained official certification
from the Korean Vegan Certification Institute to underscore the product’s vegan-friendly credentials.
Concept
Since the product was already on the market, our first step was to define its core features and decide which aspects to emphasize in the new packaging.
We identified the 17 years of on-site expertise from our makeup artists—which led to 15 unique, purpose-driven brushes—as a major selling point.
To leverage this, we decided the packaging should communicate usage instructions for each brush as if an artist were explaining them directly, making them intuitive for everyone.
We were also drawn to the product’s other compelling stories: how the 15 different shapes help you create your most authentic look,
and the fact that they are vegan brushes made with natural wood and premium synthetic bristles. The new packaging was designed to ensure all these features are clearly communicated.
Design
When displaying the 15 brushes together, we wanted their distinct shapes to be the first thing to catch the eye.
Just as each brush is optimized for a specific area of the face, we wanted the design to capture the Amore Seongsu Brush philosophy: to help you create your most authentic look.
We therefore placed a life-sized image of each brush and its name prominently on the front of the package.
While these are professional-grade products born from 17 years of artist expertise, our goal was to make them easy for beginners to understand and use.
We carefully considered what information was most essential and how to convey it best. Simple, concise usage instructions are placed on the front so the brush’s purpose is clear at a glance.
On the back, key features and other essential information are arranged in an easy-to-read format, further communicating the product’s philosophy. The design uses a monochromatic palette
that complements the Amore Seongsu store interior, with a single blue accent color to make the product and its information stand out. We used minimal color and finishing
techniques to faithfully capture the Amore Seongsu mood.
Package
To reflect the vegan-certified nature of the brushes, we chose an envelope-style paper package. This format reduces plastic usage and is
designed to be reused as a portable pouch. While most makeup tools are sold in transparent plastic cases so the product is visible, we
chose paper. The envelope’s large surface area allowed us to print a life-sized image of the brush on the front, clearly showing the
product without using plastic. This thoughtful approach to the packaging format was key to authentically conveying the vegan values
of the Amore Seongsu Brush.
Amore Seongsu
Amore Seongsu is a space for a variety of makeup-related activities. We host makeup classes where customers can learn everyday looks from professional artists,
plan their own makeup styles (Makeup & Life Blending), and experience customized cosmetic services featuring Amorepacific’s future-forward technology.
Discover diverse makeup content and the Amore Seongsu Brush at our flagship location.
Amore Seongsu Brush is available at: Amore Seongsu, Amore Yongsan, and Amore Busan.
