HERA Signa Illuminating Serum
Summary
The Signia line, launched in 2015, represents the pinnacle of luxury within the Hera brand as its high-end skincare line.
It elegance and beauty through a fusion of modernity and classical elements. The Signia line is introducing a new high-end
serum that encapsulates essence of Hera skincare. By harmon circular and square shapes, the Signia line creates a timeless
yet iconic design Combined with a refill system, it redefines luxury of Signia.
The Signia Illuminating Serum is a firming and radiance-boosting serum that awakens the skin’s inner vitality with powerful active ingredients extracted from white flowers and an innovative dual illuminating capsule formula.
This project introduces the design development journey of Hera’s new high-end serum, where cutting-edge technology meets the brand’s timeless identity.
Have you ever seen this product—or perhaps this photo—before? First launched in 1995, it was one of Hera’s most beloved early creations.
The starting point for the new design began with a single photo I had kept in a notebook folder for many years, long before I began working on Hera’s design.
We borrowed the original product, now archived in a museum, to study it closely and draw inspiration from its form.
Even after a decade, the elegant harmony between circular and square shapes, along with the innovative refill system that was ahead of its time, remained captivating.
These two elements became the core inspiration for the new Signia Illuminating Serum design.
Hera’s Signature Form — Circles and Squares
This project reinterprets Hera’s signature geometry — the circle and the square — into a form that feels both timeless and distinctive.
Rather than placing a square decoratively atop a circle, the design establishes a new silhouette where both shapes coexist in balance.
The combination, which could otherwise feel heavy, is refined through light-filled transparency, a pure white finish, and subtle gold accents.
Together, these elements express a sense of radiant and graceful luxury unique to the Signia Illuminating Serum.
Hera, the Pioneer of the Refill System
Continuing Hera’s legacy as a pioneer in refillable packaging, the system has been redesigned with a focus on simplicity and functionality.
The refill cartridge can be detached effortlessly, without twisting or removing any parts.
Each element — from the outer bottle to the refill container, pump, and cap — was precisely proportioned to achieve both aesthetic harmony and ergonomic balance.
A built-in magnet ensures a smooth, elastic closure with a satisfying click, reinforcing the craftsmanship and luxury of the experience.
This system embodies Hera’s philosophy: luxury built on sustainability.
Signia’s Essence — Light and Texture
The new Signia line inherits the refined sophistication of its predecessor while expressing a modern sense of minimalism.
By amplifying the interaction between light and the subtle texture of the transparent material, the design highlights luminous beauty as a core identity.
The pure circular white cap, stripped of ornamentation, enhances the bottle’s quiet yet powerful presence — a serene expression of elegance that defines the Signia Illuminating Serum.
Enhancing Luxury Boldness
— Development of Hera’s Exclusive Brand Typeface
— Development of Hera’s Exclusive Brand Typeface
Beginning with the Signia Illuminating Serum, Hera introduced an exclusive brand typeface and refined logo system to strengthen its luxury identity and visual coherence.
The new typeface inherits the elegant serif rhythm of the Hera logo — characterized by the refined balance of thick and thin strokes — while adopting a lighter overall weight to create a clear hierarchy between the brand mark and the line name.
Designed in two styles, Regular and Light, the typeface establishes a consistent typographic language across Hera’s key collections.
The Regular style represents the Reflection and Homme lines, expressing Hera’s modern clarity, while the Light style embodies the graceful and elevated tone of the Signia line.
Beyond packaging, this signature typeface extends to global campaign visuals and major communication headlines, ensuring a cohesive and distinctive brand presence across all touchpoints.
Expanding the Signia Universe
— AI-Generated Visual Exploration
— AI-Generated Visual Exploration
the use of AI-generated imagery to visualize the essence of Signia’s White Flower, its interplay of light, and its delicate textures.
This creative exploration extends the Signia universe into a poetic visual narrative that conveys radiance, purity, and depth.
Through this process, we sought to reinterpret and evolve the timeless beauty and luxurious spirit inherent to the Hera Signia line — bridging heritage and innovation through the language of light and digital artistry.
- Amorepacific Creatives
- Product Design
- 강지영
- BM
- 엄지연
- Development
- 구자형
- Photography
- 이호현 스튜디오, 신상우
