The client
My role
Seoulful is a K-beauty brand that aims to provide consumers with high-quality, authentic Korean skincare products and promote sustainable, ethical practices in the beauty industry. Seoulful is for women and men of all ages who are interested in Korean beauty products and want to achieve a healthy, glowing complexion. The brand needs a full visual identity and packaging for its latest collection of skincare products.
For this project, I was in charge of creating the logo, visual identity including choosing the colors and the fonts as well as the packaging.
The process
Before going straight into the creation process, I collected a few images,
logos, and color palettes from famous k-beauty brands.
We can see that most colors are either soft pastel or earthy tones.
They generally evoque calmness, relaxation, and authenticity.
Although there are brands with bolder colors, like Cosrx.
I chose a warm desaturated red, a pale pink, and a desaturated deep purple.
The colors are in cohesion with the industry. The pink is reminding of
soft skin and the purple adds a touch of luxury.
