The Art of Sincerity and Good Wishes
For the 2023 Year of the Rabbit, Hanyul introduced the ‘Five Blessings’ (Obok) Collection, a special edition designed to convey good
fortune by artfully stacking natural ingredients. The core graphic features five ingredients from Korean nature—rice, mugwort, yuzu,
soybean, and chestnut—carefully gathered and layered. A black rabbit is depicted precariously balancing and hopping between these
elements, creating a dynamic and lively scene.
Concept
To interpret the ‘Five Blessings’ theme in a fresh and approachable way, we developed our storytelling around a new motif: the ‘Five Blessings Tower.’
The image of wishing for good fortune is intuitively captured through the harmoniously stacked natural ingredients, and the design is brought to life
with distinctive lines, irregular compositions, and a vibrant layout. This layered, stacked appearance of the ingredients was applied as a single,
connected graphic across the entire package surface. To tell the story in a witty way, we added the image of a black rabbit continuously leaping
between the elements. The iconic yet modern ingredient graphics, the ‘Bok’ (福) character typography, and a decorative charm are all harmoniously
combined to create a design where each element enhances the others.
The motion graphic video was designed to convey the brand’s true value by visualizing the process of the five ingredients achieving a perfect balance. The ingredient
illustrations are paired with the sound of traditional Korean instruments to express Hanyul’s unique mood. This modern reinterpretation of traditional music, combined
with the vivid movement of the natural ingredients, creates a rich, sensory visual experience.
A Lucky Charm, Inspired by Korean Motifs and Refined with a Modern Aesthetic
Inspired by the ‘Dorae’ knot, a traditional Korean knot that marks the beginning and end of all others, we created the ‘Five Blessings Charm’ with the wish for
a year filled with peace from start to finish.
The charm, carefully tied five times to imbue it with the energy of good fortune, was designed to be attached
to a bag or personal item. Its design enhances its collectible value, so that its good energy may remain with its owner for a long time.
A Lucky Charm, Inspired by Korean Motifs and Refined with a Modern Aesthetic
Inspired by the ‘Dorae’ knot, a traditional Korean knot that marks the beginning and end of all others, we created the ‘Five Blessings Charm’ with the wish for
a year filled with peace from start to finish. The charm, carefully tied five times to imbue it with the energy of good fortune, was designed to be attached
to a bag or personal item. Its design enhances its collectible value, so that its good energy may remain with its owner for a long time.
