To celebrate the Year of the Tiger in 2022, we designed a limited-edition package that connects HANYUL’s belief in the “power of Korean nature” with the symbolism of the tiger to deliver a New Year’s message. In collaboration with modern folk artist Seo Hana, we developed a series of folk painting–inspired graphics that reflect HANYUL’s uniquely Korean perspective—featuring tigers playfully roaming the landscapes where key ingredients are sourced: mugwort, red rice, and moonlight citron.
The New Year’s message and the stories of HANYUL’s origins were expressed through three scenes:
– Mugwort Set: A tiger greets the fresh morning in the mugwort fields of Ganghwa-do, symbolizing new beginnings and commitment.
– Red Rice Set: A tiger runs energetically through sunset-tinged rice paddies in Yeoju, delivering a message of bold leaps and progress.
– Moonlight Citron Set: A tiger rests beneath a citron tree in Goheung, embodying the hope for fulfillment and fruitful outcomes.
Mugwort fields swaying in the sea breeze
on Ganghwa Island, with a view of the ocean
Vast rice paddies in Yeoju, where
well-ripened grains ripple in the breeze
A bright full moon rising over the sea
beyond citron trees heavy with fruit in Goheun
The folk art illustrations were applied to three gift sets as well as to the hero products of each line—Red Rice Essence Skin, Artemisia Cream, and Moonlight Yuzu Sleeping Pack.
For the sets, the overall graphics were designed to be clearly visible at a glance, while highlighting the distinct color scheme of each line.
For individual items, we introduced variations between the inner and outer packaging by using an open-front box structure, a format previously adopted in HANYUL’s limited editions.
In collaboration with paper artist Choi Suk-kyung, we brought the folk art backgrounds to life through three-dimensional
paper-cutting work, presenting each product’s origin in a more visually immersive and refined way.
