Translating the quiet philosophy of fermentation into a soft, trustworthy brand experience
Eunhasoo – Brand Identity for a Calm, Fermentation-Based Wellness Brand
Eunhasoo is a wellness-focused sub-brand of Fermentation Atelier 1991, created to reflect the emotional and physical benefits of slow-fermented ingredients. The brand’s goal was to communicate tranquility, authenticity, and purity—values deeply rooted in Korean fermentation culture. I led the entire brand identity development, from concept and logo design to packaging and label systems, creating a visual world that evokes stillness, trust, and timeless care.
Role
- Lead Brand Designer
- Designed the full identity system: logo, typography, color palette, packaging layout, and visual tone
- Developed a brand look and feel that was consistent across physical products and digital presence
- Created production-ready files and visual guidelines for scalable implementation
- Designed the full identity system: logo, typography, color palette, packaging layout, and visual tone
- Developed a brand look and feel that was consistent across physical products and digital presence
- Created production-ready files and visual guidelines for scalable implementation
Challenge
- Visually express calm, purity, and trust without relying on generic “organic” aesthetics
- Differentiate Eunhasoo within the 1991 brand family while maintaining coherence
- Appeal to modern wellness consumers seeking emotional and aesthetic depth
- Design a system flexible enough to scale across diverse product types like tonics, teas, and skincare
- Differentiate Eunhasoo within the 1991 brand family while maintaining coherence
- Appeal to modern wellness consumers seeking emotional and aesthetic depth
- Design a system flexible enough to scale across diverse product types like tonics, teas, and skincare
Creative Approach
- Chose soft serif typography and generous white space to suggest calm and clarity
- Designed the logo with subtle curves and careful spacing to represent breath, slowness, and trust
- Used desaturated earth tones, inspired by clay jars and natural materials, to reflect raw authenticity
- Applied design rules that allowed variation across packaging SKUs while maintaining brand consistency
- Integrated quiet visual motifs (e.g., moon phases, dew drops, mist) as optional elements in digital and seasonal content
- Designed the logo with subtle curves and careful spacing to represent breath, slowness, and trust
- Used desaturated earth tones, inspired by clay jars and natural materials, to reflect raw authenticity
- Applied design rules that allowed variation across packaging SKUs while maintaining brand consistency
- Integrated quiet visual motifs (e.g., moon phases, dew drops, mist) as optional elements in digital and seasonal content
Outcome
- Built a brand presence that visually conveys emotional healing and inner calm, aligned with fermentation’s nature
- Gained strong initial traction with target consumers, particularly women seeking holistic wellness products
- Helped Fermentation Atelier 1991 expand its audience with a sub-brand that felt both premium and personal
- Established the visual foundation for future product lines and collaborations under the Eunhasoo name
- Gained strong initial traction with target consumers, particularly women seeking holistic wellness products
- Helped Fermentation Atelier 1991 expand its audience with a sub-brand that felt both premium and personal
- Established the visual foundation for future product lines and collaborations under the Eunhasoo name
Korean Traditional Rice Wine "Eunhasoo (The Milky Way)"
Brand Identity
Fermentation Atelier 1991
Brand Identity
Fermentation Atelier 1991
Task Scope: Full Branding
Partial Scope: Creative Direction
Sub Tasks: Art Direction, Identity, Illustration, Graphic Design, Product, Packaging, Guidelines
Category: Liquor
Date of Completion: 2024
Partial Scope: Creative Direction
Sub Tasks: Art Direction, Identity, Illustration, Graphic Design, Product, Packaging, Guidelines
Category: Liquor
Date of Completion: 2024
