Brand Experience
Sihyunhada Identity Package
About the project
Sihyunhada is Korea's most iconic portrait brand. As part of a major restructuring from 10+ locations to 4 flagship branches, I led the packaging renewal project. The goal was to translate the unique spatial identity of each flagship branch into a tangible unboxing experience, ensuring the physical product aligned perfectly with the evolved brand architecture.
Client
Sihyunhada @ RECORDERS
Role
Art Direction, Packaging Strategy, Content Production
Timeline
12 weeks
Tools
Photoshop, Illustrator
Collaborators
2 Brand Designers
Design Strategy
The Archive of Moments
I reinterpreted Sihyunhada's slogan, 'Recorders,' into a physical form: a cassette tape. Just as a tape records sound, this package is designed to 'record' visual moments. The structure doubles as a photo frame, allowing users to display their portraits rather than keeping them hidden, transforming the package from a mere container into a display object.
Gangnam Original
Heritage & Antique
Seongsu Flagship
Modernity & Archive
Hongdae Space
Wit & Freedom
Bukchon House
Tradition & Elegance
Package
Hyper-Local Identity & Collectibility
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
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.
Outcome
Strengthening Fandom
The renewal successfully strengthened brand loyalty among the core fandom. The 'Instagrammable' aesthetic of the cassette package triggered a wave of voluntary user-generated content (UGC), creating a viral loop where customers actively shared their unboxing experiences and collected different branch editions.