STORY
METHODS | PROBLEMS | APPROACH
THE CHALLENGE
In late 2019, Korean skincare was rising globally, but it was still a new concept in Germany. A new startup aimed to pioneer this movement in the German market. However, the company lacked a cohesive brand presence, consistent visual guidelines, and an established digital identity. The founder needed a design partner who could translate traditional, minimalist Korean aesthetics into a clean, modern lifestyle brand that would resonate deeply with European consumers.
THE SOLUTION
I stepped in to build the brand identity from the ground up, creating a continuous, premium visual system across all physical and digital touchpoints.
BRAND AND WEB DESIGN:
Developed a minimalist, clean aesthetic blending Korean design principles (focused on breathing room, soft palettes, and balance) with structured, premium European typography. I applied this system to the web design to ensure a seamless, trustworthy e-commerce experience.
DIGITAL & SOCIAL MEDIA:
Created the launch strategy and designed consistent social media templates. I took over art direction and content creation for social posts, establishing an elegant, continuous grid that educated the audience on K-beauty routines and products.
PACKAGING & UNBOXING:
Collaborated on the product packaging design, ensuring the tactile experience of opening a package matched the high-end digital promise.
PRINT & INFLUENCER MARKETING:
To drive offline-to-online growth, I designed custom print collaterals, including a custom-curated brand magazine for events and influencer collaborations.
THE IMPACT
By bridging the gap between Korean beauty philosophy and European design expectations, we successfully launched the brand in Germany with a highly professional, cohesive aesthetic. The unified visual identity built immediate trust with local influencers and early adopters, successfully positioning the startup as a clean, premium pioneer in the German K-Beauty market.
SOCIAL MEDIA
VISUALS | OUTPUT
EDITORIAL DESIGN
VISUALS | OUTPUT
DIGITAL SERVICES
USER EXPERIENCE | USER INTERFACE | USABILITY
