2026 Season’s Greetings
Summary
As we took on the work of creating this greeting card, we naturally began thinking about the warm people around us to whom we would want to send it.
Through that process, we came to see the greeting card not as a simple formality, but as a way of expressing the feeling: “We want to continue our relationship with care in the coming year.”
While completing the design itself was important, it was the time spent reflecting on relationships that ultimately became the starting point of this project.
We approached this project with the hope that others might also use this card as an opportunity to think about the meaningful relationships in their own lives.
Design Concept
This year’s greeting card was created in collaboration with illustrator Ryepe.
The illustration reinterprets the combination of yin and yang inspired by the Taegeuk symbol, along with the spatial atmosphere felt inside the Amorepacific headquarters, through the linear elements of Korean architecture.
The ‘door’ placed at the center represents an entrance to a world of beauty, as well as the direction in which Amorepacific moves toward a broader global landscape.
Based on this illustration, both a square-format printed greeting card and a mobile video greeting were developed.
To enhance a K-inspired atmosphere, the envelope uses a material with a hanji-like texture, designed to convey a calm and understated impression.
In the mobile video, we extended the experience of the printed greeting card by designing the opening motion
around the moment an actual envelope unfolds. Even in a digital environment, we wanted the experience of receiving the card
to feel as close to analog as possible.
around the moment an actual envelope unfolds. Even in a digital environment, we wanted the experience of receiving the card
to feel as close to analog as possible.
- Amorepacific Creatives
- Directing
- Han Jeongmin
- Planning / Design
- Lee Donggi
- Illustration
- ryepe
- Digital Publishing
- Postyellow, inc.
- Photography
- Shin Sangwoo
