hanyul geukjin
brand image & book

2014
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
photography. woo jeonghun
design. lee yeongju





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