Korean skincare branding
SOON is a hypothetical Korean skincare brand created for a design system project. The goal was to design a brand that feels authentically Korean while remaining clear, modern, and approachable for a global audience. As a Korean designer who personally uses Korean skincare, I wanted to create a brand that clearly communicates ingredients and values without losing its cultural identity.
The Challenge
The main challenge was balancing Korean heritage with global accessibility. I needed to keep the brand culturally meaningful without making it feel too unfamiliar, while also maintaining consistency across packaging, digital, and print applications.
the process
- I developed the brand name, inspired by the Korean word, meaning pure, gentle, and calm.
- I built a design system including a logo, colour palette, typography, ingredient illustrations, and patterns.
Final Outcome
The final design system presents Korean skincare in a clean, calm, and globally approachable way. Ingredient-based colours and illustrations help users quickly understand each product, while subtle cultural details maintain authenticity. The system was applied across packaging, shopping bags, website, mobile promotions, brochures, and signage, creating a consistent and trustworthy brand experience.
