Hanyul Chestnut X Clement Faugier Creme de Marrons
한율 부들밤 X 클레망포지에 크렘드마롱
HANYULMar 01, 2023
Summary
Two brands that are serious about chestnuts have come together to create a collaborative limited-edition package.
HANYUL’s Chestnut Shell is a pore pack made with organic chestnuts from Buyeo, while Clément Pozier Crème de Marron
is a chestnut jam made with wild chestnuts from the Lyon region of France. We hope that enjoying these two products
filled with the scent of chestnuts will be a time of relaxation for you.
Concept
To tell the story of the two brands in an engaging way, we developed the design around a play on the Korean word ‘bam,’
which means both ‘chestnut’ and ‘night.’ This led to our three keywords: ‘Budeul Bam’ (Soft Chestnut), ‘Daldalhan Bam’
(Sweet Night), and ‘Pyeonhanhan Bam’ (Comfortable Night). The illustration depicts the character Marono (from Clément Faugier)
visiting a Hanyul chestnut grove to heal, drawn with Hanyul’s signature warmth. Instead of realistic colors, we used navy tones
to portray a forest at night, evoking a sense of deep rest. Fragrant chestnut blossoms and chestnuts are scattered throughout,
creating a sensory and dreamlike image.
The set package was developed using a corrugated cardboard structure to enhance the gift-receiving experience.
A die-cut window on the top reveals the face of Marono, who is illustrated on an inner leaflet, sparking curiosity.
The front panel features an illustration of rolling chestnuts to maintain the gentle, natural mood Hanyul has established.
The design is intended to be modular; when multiple packages are lined up for display, the illustration connects,
creating an infinitely rolling chestnut landscape.
Opening the package reveals a scene with a contrasting color palette, adding a fun visual shift that pulls the user into the ‘Bam Bam Bam’ story.
The inner leaflet is designed in a poster format, allowing customers to keep and enjoy the illustration.
To showcase the product’s unique texture, which features ‘yulpi’ (chestnut shell powder), we used a semi-transparent container that distinguishes it
from existing products. We developed a graphic that wraps around the entire tube, inspired by the Clément Faugier packaging, and overlaid it with
Hanyul’s Korean logo and handwritten text to harmoniously highlight the identity of both brands. The combination of the brown-toned container and
the navy graphics created a unique and attractive color palette for the ‘Budeul Bam’ x Crème de Marrons collaboration, effectively communicating
the project’s overall tone and mood.
For the photoshoot, we brought the ‘Bam Bam Bam’ (Chestnut/Night) concept to life by sourcing preserved plants that resembled chestnut blossoms.
To clearly communicate the concept, we actively used the 2D illustrations from the package leaflet and incorporated real chestnuts,
the product’s main ingredient, to enhance the sense of realism.
We also planned and shot lifestyle scenes to accompany the product shots, evoking a cozy atmosphere filled with the scent of chestnuts.
Maintaining Hanyul’s core emotional sensibility, we created scenes that felt naturally integrated into a private space, creating a
feeling of comfort and warmth. The time spent enjoying the ‘Budeul Bam’ Pore Pack and a sweet chestnut latte is presented as a moment
of pure relaxation—a small happiness found in everyday life.
