2023 HANYUL NEW RED RICE LINE PRODUCT
Summary
Hanyul Red Rice Line is made by fermenting high-quality bitter gourd rice red for 8 days with koji red yeast to add rich moisturizing properties, and a second fermentation with yeast for 7 days to add skin defense properties. We wanted to express the intrinsic benefits of accumulated natural changes and the balanced beauty of Korea by accumulating 360 hours of labor.
Concept
Beginning with the launch of the Young Mugwort line in May 2023, Hanyul has been undergoing a brand reframe. The brand now conveys the value of nature and art through a contemporary Korean aesthetic. This aesthetic is expressed through unadorned simplicity, materials that allow light to permeate, and a palette of gentle, warm colors found in nature, all of which communicate the time and devotion invested in our natural ingredients.
For the Hanyul Red Rice line, we captured the warm glow of light on the deep red color of the fermenting rice—a visual representation of accumulating care and efficacy over time. Furthermore, we sought to visually express the product’s enhanced moisturizing power, which has been advanced with additional ceramides.
For the Hanyul Red Rice line, we captured the warm glow of light on the deep red color of the fermenting rice—a visual representation of accumulating care and efficacy over time. Furthermore, we sought to visually express the product’s enhanced moisturizing power, which has been advanced with additional ceramides.
Beginning with the launch of the Young Mugwort line in May 2023, Hanyul has been undergoing a brand reframe. The brand now conveys the value of nature and art through a contemporary Korean aesthetic. This aesthetic is expressed through unadorned simplicity, materials that allow light to permeate, and a palette of gentle, warm colors found in nature, all of which communicate the time and devotion invested in our natural ingredients.
Hanyul’s design functions as an art object that embodies the entire process,
from natural ingredient to fermentation. It is meant to bring the beauty of
nature and Korea into everyday life, blending seamlessly into personal spaces
and offering customers a sense of comfort and tranquility.
from natural ingredient to fermentation. It is meant to bring the beauty of
nature and Korea into everyday life, blending seamlessly into personal spaces
and offering customers a sense of comfort and tranquility.
For the Hanyul Red Rice line, we captured the warm glow of light on the deep red color of the fermenting rice—a visual representation of accumulating care and efficacy over time. Furthermore, we sought to visually express the product’s enhanced moisturizing power, which has been advanced with additional ceramides.
“What is built with dedication over time does not easily crumble.”
To bolster the skin’s defense against the external environment and build lasting skin health, Hanyul creates its benefits by “accumulating time and devotion.”
We found the secret to creating “lasting health” through “accumulated time and devotion” in traditional Korean food culture: a philosophy of using seasonal ingredients, properly preserving their benefits, and maintaining well-being through balanced meals.
We use locally sourced natural ingredients of proven quality and with traceable origins. By extracting their potent benefits using traditional wisdom verified by modern technology, we enhance the skin’s own defensive power. This creates a balanced beauty that comes from sustained, lasting health.
To bolster the skin’s defense against the external environment and build lasting skin health, Hanyul creates its benefits by “accumulating time and devotion.”
We found the secret to creating “lasting health” through “accumulated time and devotion” in traditional Korean food culture: a philosophy of using seasonal ingredients, properly preserving their benefits, and maintaining well-being through balanced meals.
We use locally sourced natural ingredients of proven quality and with traceable origins. By extracting their potent benefits using traditional wisdom verified by modern technology, we enhance the skin’s own defensive power. This creates a balanced beauty that comes from sustained, lasting health.
“We convey the value of the Hanyul
brand
through a contemporary
aesthetic inspired by
Korean nature
and art. Our design
serves as an
object that embodies
the entire
journey—from natural ingredients
to the fermentation process—to
present a
modern Korean sense of
beauty to our customers.”
brand
through a contemporary
aesthetic inspired by
Korean nature
and art. Our design
serves as an
object that embodies
the entire
journey—from natural ingredients
to the fermentation process—to
present a
modern Korean sense of
beauty to our customers.”
Amore Yongsan/Seongsu Red Rice Pop-Up
To celebrate the launch of the Red Rice line, we hosted pop-up events at our Amorepacific locations in Yongsan and Seongsu. To capture the essence of the rice slowly turning red through fermentation over time, the displays featured subtly waved acrylic panels with a gradient dye, creating an immersive experience of shifting shadows and color. We also incorporated a clean, scientific aesthetic, using acrylic resin works to express the unique texture and materiality of the red rice’s transformation process as it ferments in water.
To celebrate the launch of the Red Rice line, we hosted pop-up events at our Amorepacific locations in Yongsan and Seongsu. To capture the essence of the rice slowly turning red through fermentation over time, the displays featured subtly waved acrylic panels with a gradient dye, creating an immersive experience of shifting shadows and color. We also incorporated a clean, scientific aesthetic, using acrylic resin works to express the unique texture and materiality of the red rice’s transformation process as it ferments in water.
- Amorepacific Creatives
- Design
- 김성은
- Photography
- 장인범 스튜디오, 신상우
- BM
- 박지수
- Package Development
- 김지훈, 이인영
- Visual Directing
- 김성은, 황주영
