Teolaegi Chapssal Cushion and Glazed Nails are a collaboration project between Amorepacific and Teolaegi,
a character created by SME artist EXO’s Baekhyun for his fans. The project was designed with the goal of emphasizing the details so that the products would reflect the world of Teolaegi.
Concept
Since the character was created for fans, we developed the products around the concept of “Always Together, Wherever You Are.” We drew inspiration from the fan culture of taking ‘Teolaegi’ dolls along on v-logs and “fan pilgrimage” tours, creating a cushion and nail set that could be a part of fans’ everyday lives.
Background
Our first consideration was how to make ‘Teolaegi’ even cuter. We researched what fans found most appealing by searching on Twitter
and watching vlogs from previous pop-up stores. We discovered that the character’s “adorkable” charm, its signature emoticon,
and the detailed craftsmanship of the dolls were key points of affection. During a previous pop-up, a stop-motion video that
made ‘Teolaegi’ seem alive was very popular, and we wanted to capture that same imaginative charm. This led us to consider
using high-quality photos of the lovingly detailed dolls, rather than 2D graphics, for the project.
Cushion design
We wanted the cushion design to perfectly express the “Always Together” concept, making it look as if ‘Teolaegi’ was nestled right inside the compact.
Inspired by the fan culture of taking v-log photos with the doll, we came up with the idea of using a mirrored nameplate on the compact and a high-resolution photo of the doll.
This would allow fans to carry the cushion with them and take certification shots with ‘Teolaegi’ anytime.
We experimented with various designs for the nameplate to best capture the character’s charm: an extreme close-up showing the signature emoticon,
a full-body shot highlighting its lovable awkwardness, and even a view from the back. To make the product even more fun for fans, we created playful scenarios,
like a graphic of ‘Teolaegi’ being whisked away on an adventure. Several designs were so well-received that we were able to release different nameplates for each shade.
The cushion compact itself was designed in an ivory color to evoke the feel of Teolaegi’s soft, fluffy fur.
Package design
We stayed true to the concept when designing the outer carton and refill pouch, imagining ‘Teolaegi’ peeking out from inside the cushion.
The carton features a heart motif and a graphic of ‘Teolaegi’ looking out, while the larger refill pouch shows various poses.
We also included the other beloved characters from the ‘Teolaegi’ universe, ‘Chapssal-i’ and ‘Mongson-i,’ for fans to enjoy.
We also infused ‘Teolaegi’s’ elements into the accessories. The cushion’s mirror and puff feature different signature emoticons, making them collectible items in their own right.
The formula itself was developed with a strawberry scent to reflect the character’s favorite food, and graphic elements were also incorporated into the removable and bottom labels.
GRAPHIC MOTIF
We drew various graphic motifs from the ‘Teolaegi’ universe to incorporate into the nail designs,
focusing on maximizing the character’s cute and charming appeal.
Signature Emoticon: Teolaegi’s simple yet expressive
emoticon (.ㅅ) was actively used as a core graphic motif.
Teolaegi’s House: We found inspiration in the character’s home, discovering objects and colors—like cushions,
star-shaped diffusers, and wallpaper patterns—that could be adapted for nail art.
Strawberries: Strawberries, a motif as beloved as the character itself, were applied to the nails to create a fresh, seasonal design.
NAIL DESIGN DETAIL
‘I Won’t Let You Go’ This set retains Teolaegi’s signature mood with soft, calm colors. The design focuses on the character’s charming details,
like its facial features and the jelly-bean pads on its paws. The nails feature a prominent signature emoticon on a French tip,
backgrounds using patterns from Teolaegi’s house, and a single-point graphic of the ‘Chapssal-i’ character to maximize the charm.
NAIL DESIGN DETAIL
‘Stick Close to Me!’ This set reflects the strawberry-loving side of the ‘Teolaegi’ universe with cute and lively colors.
While still highlighting the character’s facial features, this design actively incorporates strawberry motifs, such as
a strawberry syrup French tip and a transparent strawberry pattern. The yellow color found in Teolaegi’s house is used
as a point color to add a refreshing, seasonal feel, allowing for diverse design combinations.
Package Design
The packaging for ‘I Won’t Let You Go’ features a large, close-up of Teolaegi’s face on the front to reflect the set’s signature mood, with the design wrapping around the sides to maximize the cuteness.
The front of ‘Stick Close to Me!’ features Teolaegi holding a basket of strawberries to highlight the strawberry motif, while the sides are decorated with a playful pattern of stacked ‘Chapssal-i’ characters.
Package Design
The packaging for ‘I Won’t Let You Go’ features a large, close-up of Teolaegi’s face on the front to reflect the set’s signature mood, with the design wrapping around the sides to maximize the cuteness.
The front of ‘Stick Close to Me!’ features Teolaegi holding a basket of strawberries to highlight the strawberry motif, while the sides are decorated with a playful pattern of stacked ‘Chapssal-i’ characters.
After the launch, we were able to see fan reactions in real-time through comments on Twitter and Instagram.
It was incredibly rewarding to see that they noticed and appreciated all the small details and the intent behind our design choices.
The fact that the Amore Mall server crashed at launch and the products hit #1 in cumulative sales made this an even more fulfilling and successful project.
