Brand Experience
Sihyunhada Brand Consolidation
& Experience Expansion
About the project
Sihyunhada is Korea's No.1 Portrait Brand with 400K+ Users. As part of a major business consolidation—transitioning from 10+ dispersed locations into 4 flagship mega-branches—
I orchestrated the integrated brand experience (BX). The goal was to seamlessly translate each branch's uniquely defined spatial persona into tangible touchpoints, ensuring that everything from the offline VMD to the packaging system aligned perfectly with the evolved brand architecture.
Client
Sihyunhada @ RECORDERS
Role
Brand Experience (BX) Design, Spatial VMD, Packaging System, Digital Content Production
Timeline
4 months
Tools
Photoshop, Illustrator
Collaborators
1 Creative Director, 1 Art Director, 2 Brand Designers, 1 Interior Designer, 3 Marketers
Gangnam Original
Heritage & Antique
Seongsu Flagship
Modernity & Archive
Hongdae Space
Wit & Freedom
Bukchon House
Tradition & Elegance
Packaging System
The Archive of Moment
To emphasize the unique character of the 4 flagship branches, I developed a modular design system inspired by each location's interior motifs. I utilized premium foil stamping—Gold, Blue, and Black—to elevate the tactile quality. This distinct variation encourages customers to visit different branches to collect the full series, turning the user journey into a playful brand experience.
Social Contents
Visual Consistency & Digital Expansion
I directed the product photography and styled the shoots to ensure the new packaging blended seamlessly with each branch’s atmosphere. These high-quality visual assets were adapted into social media content, maintaining a consistent tone and manner across on-line and off-line channels to maximize the rebranding impact.