Sehee Yun

Crafting a Refined Identity for Rice Wine

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, illustration, packaging layout, and visual tone

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

Creative Approach

  • Used soft serifs, white space, and earthy tones to evoke clarity, calm, and authenticity

  • Designed a logo with subtle curves and refined spacing to reflect breath, slowness, and trust

  • Created a flexible packaging system with consistent design rules across SKUs

  • Added subtle motifs (moon phases, dew, mist) to enrich digital and seasonal content

Outcome

  • Crafted a brand that reflects emotional healing and calm, rooted in fermentation

  • Resonated strongly with wellness-focused consumers, particularly women seeking holistic products

  • Helped Fermentation Atelier 1991 expand its audience with a sub-brand that feels both premium and personal

  • Established a visual foundation for future product lines and collaborations under the Eunhasoo name

Pesronal Achievement

The greatest achievement of the Eunhasoo project was that it served as the starting point for designing not only this product, but also for the entire brand ecosystem—including its parent company, Fermentation Atelier 1991, and all the subsequent products launched under it. On a personal level as a designer, the most meaningful outcome was the realization that one successful experience can lead to a series of new opportunities and outcomes.

Client: Fermentation Atelier 1991
Task Scope: Full Branding
Sub Tasks: Art Direction, Identity Design, Illustration, Graphic Design, Product Design, Packaging, Brand Guidelines
Year: 2024