Hanyul participated in the Olive Young Awards & Festa—an event that celebrates the end of the year with a festive atmosphere—with a
dedicated pop-up booth. Showcasing the ‘Powerful Bean Serum’ as its hero product, Hanyul designed the booth to focus on the core ingredient,
Seoritae black beans, and their place of origin, Yeongwol, thereby demonstrating the authentic, ingredient-focused philosophy of the Hanyul brand.
Concept
In line with the Hanyul brand image, our goal was to create a space that conveyed a sincere dedication to its ingredients, while also being fun and enjoyable to
fit the celebratory nature of the Olive Young Awards & Festa. With the ‘Powerful Bean Serum’ as the hero product, the booth was themed after a farm in Yeongwol,
where the key ingredient (Seoritae black beans) is grown. The product’s signature purple was used as the main accent color to leave a lasting impression on visitors.
The central display zone was
decorated with the same dried Seoritae beanstalks
used in the photo zone, arranged to evoke a Christmas
tree and wreath for the holiday season. This area was
designed to inform customers about Hanyul’s ingredients
and their origins while they waited for the interactive zones.
On the left, the photo zone featured real Seoritae beanstalks brought from Yeongwol, with snow spray used to create a winter atmosphere.
Customers could take photos as if they were standing in a frosted bean field, using purple-painted farm tools and straw hats as props.
A wooden cart was styled with Seoritae beans, products, and miniature purple farm tools to enhance the farm concept.
A map on the wall showed the ingredient’s place of origin, communicating Hanyul’s brand core.
On the right, the game zone featured a bean-bag toss using pouches filled with real beans, maintaining the consistent Seoritae theme while providing a fun experience.
We named the zone the ‘[Powerful Elasticity Shop],’ defining the act of powerfully throwing the bean bags to win ‘Powerful Bean’ products as ‘gaining elasticity
from the shop.’ This connected the product’s core benefit of ‘elasticity’ directly to the game.
The bean bags and the staff’s uniforms were also purple to strongly communicate the product’s signature color.
“True to the Hanyul brand image, our goal was to allow customers to experience our
genuine commitment to ingredients, while also creating a fun and festive space that
matched the special character of both the Olive Young Awards and the Christmas season.”
