Haruharu Wonder Brand Visual Identity
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Haruharu Wonder Brand Visual Identity
Haruharu Wonder Brand Visual Identity is an innovative cosmetic brand identity design system that revolutionizes the natural skincare packaging landscape through its bold, dynamic visual approach. Created by designers Yunsuk Roh and Jae Won Jeong, this comprehensive visual identity system represents a significant departure from traditional natural cosmetic branding conventions, introducing vibrant aesthetics and functional design elements that specifically target young beauty consumers in their early twenties. The design, which won an Iron A' Design Award in Graphics, Illustration and Visual Communication Design category, features a distinctive take-out coffee cup-inspired packaging concept that cleverly reinforces the brand's everyday usage philosophy while providing intuitive communication of product benefits through color coding and visual elements. The system encompasses four distinct product lines, each with carefully considered dimensional specifications for both jar-type (75mm x 75mm x 95mm) and tube-type (30mm x 30mm x 150mm) packaging formats, alongside specialized mask set packaging configurations. This identity system demonstrates exceptional innovation in its approach to sustainability, incorporating reusable packaging elements that can be repurposed as plant pots, pencil holders, or storage containers. The project, developed between October 2017 and April 2018 in Seoul, Korea, successfully addresses the challenge of establishing a strong market presence in the highly competitive Korean beauty industry through its unique combination of practical functionality and aesthetic appeal, while maintaining focus on the brand's core values of honest beauty and essential skincare.
brand identity design, sustainable packaging, cosmetic branding, visual communication, Korean skincare, packaging innovation
CITATION : "Adam Dawson. 'Haruharu Wonder Brand Visual Identity.' Design+Encyclopedia. https://design-encyclopedia.com/define/haruharu-wonder-brand-visual-identity?E=437774 (Accessed on October 14, 2026)"
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