HERA Gifting Ritual : Layered with Heart
Summary
We sought to elevate HERA’s seasonal package design, transforming it into a cohesive brand experience.
Moving away from the previous approach of simply varying colors and paper types, we established the concept ‘Layered with Heart’ to build a consistent gifting service structure for HERA.
Accordingly, we proposed a packaging method utilizing fabric for the 2025 Chuseok gifting service.
By using a sheer black fabric that subtly reveals the gift box design underneath, we infused the act of wrapping with both heartfelt sincerity and urban sophistication, allowing customers to fully experience the brand’s distinctive character.
HERA Chuseok Seasonal Gifting
HERA has consistently proposed gifting solutions that elevate the joy of giving during major holidays like Lunar New Year, Chuseok, and Family Month.
For this Chuseok, to embody the unique approach of HERA as a representative ‘Seoul Beauty’ brand, we utilized fabric—a material often reserved for special gifts in Korea.
Inspired by the traditional ‘Bojagi,’ we viewed fabric wrapping as a method that reflects a distinctly Eastern dedication and sincerity.
We sought to express our differentiation as a Seoul Beauty brand while highlighting our global character through the use of black fabric.
The sheer black material, which subtly reveals the gift box underneath, infuses the act of wrapping with both heartfelt care and urban sophistication, ensuring the brand’s unique character is felt in the fleeting moment of exchange.
We conducted extensive studies on the silhouette and tying methods of the Bojagi to establish a style unique to HERA.
To enhance the level of perfection, we explored various overlock edge colors and ribbon materials.
Specifically, to reflect the brand’s urban aesthetic, we went through repeated size adjustments to ensure the knot’s “ears” stood upright as a finishing detail.
Inspired by the Chuseok harvest moon, the gold paper tag serves as a focal point against the sheer black fabric, harmonizing perfectly with the Signia line’s gold packaging.
This design strategy maintains a consistent form while allowing for color variations, serving as a medium to continuously project the brand identity and imprint a special message on the customer.
The use of fabric packaging provided an emotional point of differentiation.
By ensuring the material could be repurposed rather than simply discarded after use, we conveyed the philosophy of ‘Sustainable Luxury.’
The distinctive sheer fabric not only visually communicates the concept of ‘layered gifting’ but also offers a sensual tactility, further accentuating the brand’s urban character.
The use of fabric packaging provided an emotional point of differentiation.
By ensuring the material could be repurposed rather than simply discarded after use, we conveyed the philosophy of ‘Sustainable Luxury.’
The distinctive sheer fabric not only visually communicates the concept of ‘layered gifting’ but also offers a sensual tactility, further accentuating the brand’s urban character.
The design features a method where two ribbons are threaded through a front eyelet—similar to fastening a button—and pulled tight to tie.
This structure allows the ribbon’s form to be fully displayed at the front while naturally causing the “ears” on both sides to stand upright, creating a signature silhouette unique to HERA gifting.
This gifting service was implemented across various channels, including offline department stores, Amore Mall, Naver, and the official HERA online store.
To ensure a consistent experience, we produced a gifting guide that allows customers to easily wrap the gift themselves, enabling anyone to achieve the same perfect finish.
Using AI, we simulated future variations of this
packaging concept, applying diverse brand colors
and materials.
This approach allows us to
experiment with custom-printed fabrics featuring
designated colors or unique graphics.
Furthermore, by varying the color and material of
the accompanying tags,
we can propose designs
that highlight specific seasonal themes or
enhance the product’s appeal in distinct ways.
packaging concept, applying diverse brand colors
and materials.
This approach allows us to
experiment with custom-printed fabrics featuring
designated colors or unique graphics.
Furthermore, by varying the color and material of
the accompanying tags,
we can propose designs
that highlight specific seasonal themes or
enhance the product’s appeal in distinct ways.
The sheer black fabric, which
subtly reveals the gift box
design, infuses the act of
wrapping with heartfelt sincerity
and urban sophistication,
allowing the brand’s unique
character to be felt in the fleeting
moment of exchange.
subtly reveals the gift box
design, infuses the act of
wrapping with heartfelt sincerity
and urban sophistication,
allowing the brand’s unique
character to be felt in the fleeting
moment of exchange.
On its official website, HERA introduces its iconic packaging service, faithfully embodying the concept of
‘HERA GIFTING: LAYERED WITH HEART.’ For this Chuseok, drawing on the holiday symbols of ‘abundance’ and the
‘moon’ as motifs, we presented a rich array of special gifting options alongside our standard packaging.
By showcasing the various packaging styles for each product with detailed imagery, we enhanced the appeal for customers.
Furthermore, by adding a new, dedicated ‘Gifting’ menu to emphasize this service, we have evolved the experience
of giving a ‘Luxury Seoul Beauty’ gift to the next level—integrating branding, customer experience, and sustainability.
‘HERA GIFTING: LAYERED WITH HEART.’ For this Chuseok, drawing on the holiday symbols of ‘abundance’ and the
‘moon’ as motifs, we presented a rich array of special gifting options alongside our standard packaging.
By showcasing the various packaging styles for each product with detailed imagery, we enhanced the appeal for customers.
Furthermore, by adding a new, dedicated ‘Gifting’ menu to emphasize this service, we have evolved the experience
of giving a ‘Luxury Seoul Beauty’ gift to the next level—integrating branding, customer experience, and sustainability.
- Amorepacific Creatives
- Packaging Design
- Ko Eunyoung, Oh Nahyeon
- MC
- Shin Hyejung
- Channel Sales
- Kim Sunhwa, Moon Yohan
- Production
- Kim Jaeyoon
- Photography
- Shin Sangwoo, LTM
