yuhaenghwajang x magaret collaboration
Summary
To commemorate the ‘<Yuhanghwajang>’ (Trendy Makeup) pop-up event, we collaborated with the dessert brand
Magaret to develop a special merchandise item: a set of handmade ‘yanggaeng’ (a traditional sweet jelly) in a variety of flavors.
Concept
While developing content for our ‘<Yuhanghwajang>’ project through our book, pop-up events, and Instagram, we received a message from Magaret.
They said they were big fans of our content and wanted to collaborate. Finally, the dessert partnership we had been hoping for! Magaret,
a brand dedicated to a warm, heartfelt, Korean retro dessert lifestyle, was founded on the question, “Why have our traditional sweets been
forgotten?” They specialize in handmade yanggaeng, recreating the chewy textures and subtle, natural flavors of the past. We felt this
was a perfect fit, as their brand, which sells the nostalgic tastes of yesteryear, aligned perfectly with our ‘<Yuhanghwajang>’ project,
which celebrates the beloved makeup trends of that same era. We agreed to proceed with the collaboration immediately.
AMORE SWEET JELLY OF RED BEANS GIFT SET
product concept
For the packaging, we drew inspiration from the various characters, joyful patterns, and vintage advertisements found on the product boxes of the 1980s ‘Amore Baby’ line.
We directly adapted the original ‘Amore Baby’ cosmetic
designs for the primary packaging. For the outer carton,
we created a new design using images and typography
sourced from the line’s vintage brochures.
designs for the primary packaging. For the outer carton,
we created a new design using images and typography
sourced from the line’s vintage brochures.
ABC ROSE SWEET JELLY OF RED BEANS
product concept
We were inspired by the beautiful packaging of the 1960s ‘ABC Powder,’ which contained a
fine face powder and utilized the innovative ‘Air Spoon’ technology of its time.
We decided to adapt this elegant form for our yanggaeng packaging. The design process focused on borrowing
the shape of the original paper tube and replicating it as closely as possible for the new product.
To maintain the vintage feel, we developed the
typography for the new ‘ABC Rose Yanggaeng’
by preserving the original ‘ABC’ logotype, and we
kept the design of the back panel of the package
identical to the original product.
typography for the new ‘ABC Rose Yanggaeng’
by preserving the original ‘ABC’ logotype, and we
kept the design of the back panel of the package
identical to the original product.
Because we were reusing this classic packaging,
we added text explaining the story of the original
‘ABC Powder’ and its
groundbreaking 1960s
‘air spoon’ technology, alongside a description of
the new rose yanggaeng (sweet jelly) inside.
This was designed to help customers understand
and appreciate the connection between the
nostalgic package and the modern dessert.
we added text explaining the story of the original
‘ABC Powder’ and its
groundbreaking 1960s
‘air spoon’ technology, alongside a description of
the new rose yanggaeng (sweet jelly) inside.
This was designed to help customers understand
and appreciate the connection between the
nostalgic package and the modern dessert.
We adapted the typography from a 1980s
advertisement for ‘Oh! Classic Makeup,’
changing
the text to ‘Oh! Classic Dessert’ to use as a
secondary graphic element for the project.
advertisement for ‘Oh! Classic Makeup,’
changing
the text to ‘Oh! Classic Dessert’ to use as a
secondary graphic element for the project.
For the rose yanggaeng (sweet jelly) itself, we tested
various rose-shaped molds. We also conducted
extensive research into the flavor profile,
experimenting with different ingredients like rose syrup
and wild raspberry syrup to perfect the final taste.
various rose-shaped molds. We also conducted
extensive research into the flavor profile,
experimenting with different ingredients like rose syrup
and wild raspberry syrup to perfect the final taste.
Before the final product went into production, we
held a photoshoot. During the shoot, we styled
the rose yanggaeng like miniature cakes by
inserting small candles. We loved this new way of
enjoying the dessert, and our collaborator,
Magaret, suggested we include the candles in the
final product. We took their idea and decided to
include a mini-sized candle with each package.
held a photoshoot. During the shoot, we styled
the rose yanggaeng like miniature cakes by
inserting small candles. We loved this new way of
enjoying the dessert, and our collaborator,
Magaret, suggested we include the candles in the
final product. We took their idea and decided to
include a mini-sized candle with each package.
We also designed posters for in-store use.
Additionally, we created advertising materials for
social media and ran promotions on Instagram.
social media and ran promotions on Instagram.
The final collaboration products were sold at
the ‘<Yuhanghwajang>’ (Trendy Makeup)
Exhibition at our Busan STORY A location.
the ‘<Yuhanghwajang>’ (Trendy Makeup)
Exhibition at our Busan STORY A location.
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