Branding & identity and naming for Seoul in the City. An immersive K-beauty experience that brings the vibrancy of Seoul’s skincare culture to the heart of New York City, by Seophora and Amore Pacific.
About the project
The Brief:
To create the naming, branding and visual identity for Seoul In The City, a mega pop-up that spotlights four leading skincare icons: LANEIGE, Innisfree, AESTURA, and Hanyul, bringing together cult-favorite products, exclusive drops, endless photo opportunities, and sensorial experiences under one unified theme.
The Result:
A logo inspired by the minimal Korean aesthetic
A stencil font was used to merge the clean, minimal aesthetic of Korean transport design with the bold, utilitarian signage of New York, reflecting the event’s travel-inspired Seoul–NYC crossover.
