A package embodying brand heritage and Korean aesthetics
To celebrate the first anniversary of the 6th-generation First Care Activating Serum, we designed the First Care Activating Serum Bukchon Edition package, inspired by Bukchon Sulwhasoo House, a flagship store that reinterprets the brand’s heritage and Korean beauty in a modern way. The package features a clean yet striking layout, emphasizing the brand logo and illustrations, enhancing its grandeur. Through this design, we aimed to convey Sulwhasoo’s artistic spirit and heritage to customers in the North American market.

Illustrations capturing the delicate textures of Hanok
The package design draws inspiration from Bukchon Sulwhasoo House, emphasizing the lines and structural beauty of Hanok to elegantly express Korean aesthetics. Using a monotone color palette, the design reinterprets the linear charm of Hanok’s roof tiles and pillars in a modern way, achieving a minimal yet luxurious look.

DIY Kit Package Guide
This limited-edition set includes First Care Activating Serum along with a customizable phone strap designed to enhance the customer experience. Inspired by Sulwhasoo’s brand identity, the strap incorporates a variety of materials such as clear amber, mother-of-pearl, pearls, and holographic elements. To ensure easy assembly, a delicately hand-drawn illustration guide seamlessly extending from the front to the back of the box has been included.