hanyul geukjin
brand image & book
2014
amorepacific
amorepacific
geukjin uses ginseng as it’s main ingredient in a strategically developed product line to upgrade Hanyul’s brand image. the purpose of this project was not to publicizing the product, but to produce the contents-images and text-, showing the essence of the brand. in order to take advantage of the traditional organic texture applied to the product package, the photo and book were featured with a dark color. also, in order to effectively expose the physical properties, printing techniques for making a contrast of gloss were used.













plan. generalgraphics
artdirection. moon janghyun
writing. choi jinyi
design. lee yeongju
photo direction. lee yeongju
photography. woo jeonghun
artdirection. moon janghyun
writing. choi jinyi
design. lee yeongju
photo direction. lee yeongju
photography. woo jeonghun