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2024.05
MIINSILOK
미인실록
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CLIENT
HLB 생활건강
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INDUSTRY
Beauty -
SERVICE
Creative Strategy ,
Branding(BI) ,
Verbal Identity ,
Packaging
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THE CLIENT
클라이언트
HLB Life & Healthcare is aiming for Dermacosmetics, which improves customers' skin and realizes customer satisfaction under the mission of HLB Group called Human Life Better. To this end, we have developed products that can experience safe and definite skin improvement effects. Through this project, we want to develop a brand that is differentiated from existing brands and secure competitiveness in the skincare market.
HLB Life & Healthcare 는 Human Life Batter라는 HLB 그룹의 사명 아래 고객의 피부를 개선하고 고객 만족을 실현하는 더마코스메틱스를 지향하고 있습니다. 이를 위해 안전하고 확실한 피부 개선 효과를 경험할 수 있는 제품을 개발했습니다. 이번 프로젝트를 통해 기존 브랜드와 차별화된 브랜드를 개발하고 스킨케어 시장에서의 경쟁력을 확보하고자 합니다.
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THE OBJECTIVE
목적
To address the skin concerns of women in their 30s and 40s, MIIN SILOK was created as a premium brand using rice lees, an extract from traditional Korean rice wine, makgeolli. The name blends “miin,” representing inner and outer beauty, and “silok,” meaning historical records compiled over centuries, emphasizing Korean heritage. Therefore, YNL Design provides a visual experience differentiated from other brands by visually highlighting the harmony between Korean tradition and modernity by reinterpreting the by-products of Makgeolli, a traditional Korean liquor.
30대-40대 여성의 에이징 커브로 인한 피부 고민을 해결하기 위해, 한국의 전통주 막걸리 추출물인 쌀지게미(Rice Lees)를 핵심 성분을 중심으로 프리미엄 브랜드를 개발하였습니다. ‘미인실록’은 내면과 외면의 아름다움을 의미하는 ‘미인’과 수세기동안 기록되어 입증된 데이터를 말하는 ‘실록’을 결합한 네이밍으로, HLB 생활건강의 신뢰할 수 있는 성분과 기술력을 반영하였습니다. 이에 YNL Design은 미인실록의 핵심 원료인 쌀지게미는 한국의 전통주인 막걸리의 부산물을 현대적으로 재해석하며 한국의 전통과 현대의 조화를 시각적으로 부각시켜 타 브랜드와 차별화된 시각적 경험을 제공합니다.
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THE SOLUTION
해결방안
The brand introduces the slogan “Beauty Archive,” conveying its value to international consumers. Inspired by traditional vertical writing in Korean historical records, "silok," the brand features a vertical Hangul logotype as its signature. This layout emphasizes Korean aesthetics by blending the elegant curves and lines of Hangul. The logotype retains the unique "bichim" (serifs) of the Korean Myeongjo typeface while adding a modern touch. MIIN SILOK’s color palette uses Soft Ivory, representing the core ingredient rice lees, and Modern Dark Brown to emphasize the product's brightening effect. The layout embodies the beauty of "negative space" found in Korean aesthetics, with a simple yet intuitive rice grain graphic motif to highlight the key ingredient. The label design is inspired by the Korean character for rice grain “米,” visually reflecting the glowing skin effect consumers can achieve. This design approach creates a unique and iconic visual identity for the brand. MIIN SILOK’s packaging is inspired by hanji, the traditional paper used in historical records, “silok.” To reflect Korean heritage, the packaging material has a texture similar to hanji. The secondary packaging uses a shimmer fabric, inspired by the cotton cloth used in extracting rice lees, emphasizing the key ingredient. Traditional Korean knots add to the brand’s unique experience.
브랜드 가치를 직관적으로 전달하기 위해 ‘Beauty Archive’라는 영문 슬로건을 개발하여 글로벌 확장성을 강화했습니다. 옛 선조들이 붓으로 세로쓰기를 하여 기록한 ‘실록’에서 영감을 받아 한글로 된 세로쓰기 로고타입을 시그니처로 사용하였습니다. 이 배치는 한글의 우아한 곡선과 직선을 미적으로 조화롭게 표현하여 한국적인 미학을 강조합니다. 로고타입은 한글 명조체의 특징인 삐침을 유지하며 현대적인 감각을 담아 세미세리프체로 디자인하였습니다. 미인실록의 컬러는 핵심 원료인 쌀지게미를 직관적으로 보여주는 Soft Ivory와 모던한 Dark Brown을 사용하여, 제품의 브라이트닝 기능을 시각적으로 강조합니다. 한국의 아름다움을 보여주는 여백의 미를 담은 레이아웃과 함께 ’쌀지게미’를 상징하는 쌀알 그래픽 모티브를 직관적이고 심플하게 표현하여 소비자들에게 성분을 돋보이게 디자인했습니다. 라벨 스티커는 쌀 미’米’의 영감을 받아 제품을 사용함으로 써 느낄 수 있는 빛나는 피부의 효과를 아이코닉한 그래픽으로 나타냅니다. 미인실록의 패키지는 선조들이 역사를 기록한 실록에 사용된 한지의 우수성에 영감을 받아, 미인실록의 패키지 재질 을 한지와 유사한 텍스처 종이를 선정하여 한국 전통의 가치를 담아냈습니다. 또한 핵심 원료인 쌀지게미에서 추출할 때 사용하는 광목천에서 영감을 받아 쉬머(Shimmer)한 천을 2차 포장재와 전통 매듭을 활용하여, 전통적이면서도 특별한 브랜드 경험을 소비자들에게 제공합니다.
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