HEAZ DEVELOPED THE BRAND IDENTITY AND DESIGNED THE PACKAGING STRUCTURES FOR THE MIST AND SACHET OF CULEAN, A FRAGRANCE BRAND CENTERED ON COMFORT AND EMOTIONAL EASE THROUGH SCENT. INSPIRED BY THE KEYWORD “JOURNEY,” LINEAR ELEMENTS WERE APPLIED TO THE LOGOTYPE TO VISUALLY EXPRESS THE WAY FRAGRANCE SPREADS AND LINGERS WITHIN A SPACE. THROUGH A LOGO COMPOSITION CENTERED ON NEGATIVE SPACE AND A CLEAN, RESTRAINED LAYOUT, THE DESIGN ACHIEVES A NATURAL HARMONY BETWEEN SCENT AND SPACE. THE COLOR PALETTES, CAREFULLY CURATED TO REFLECT THE MOOD AND EMOTION OF EACH FRAGRANCE, VISUALLY CONVEY A SENSE OF SOFTNESS AND EMOTIONAL CALM.
CLIENT. CULEAN YEAR. 2025 CREATIVE DIRECTOR. KYOUNGSOO NA ART DIRECTOR. JINSUNG YANG DESIGNER. KUNWOO KIM, HYEONHA JO, SHINYOUNG LEE, YUNGYU LEE PHOTOGRAPHER. JUNGHUN YEOM Photographer. Junghun Yeom
CULEAN
BRANDING & PACKAGE DESIGN
HEAZ DEVELOPED THE BRAND IDENTITY AND DESIGNED THE PACKAGING STRUCTURES FOR THE MIST AND SACHET OF CULEAN, A FRAGRANCE BRAND CENTERED ON COMFORT AND EMOTIONAL EASE THROUGH SCENT. INSPIRED BY THE KEYWORD “JOURNEY,” LINEAR ELEMENTS WERE APPLIED TO THE LOGOTYPE TO VISUALLY EXPRESS THE WAY FRAGRANCE SPREADS AND LINGERS WITHIN A SPACE. THROUGH A LOGO COMPOSITION CENTERED ON NEGATIVE SPACE AND A CLEAN, RESTRAINED LAYOUT, THE DESIGN ACHIEVES A NATURAL HARMONY BETWEEN SCENT AND SPACE. THE COLOR PALETTES, CAREFULLY CURATED TO REFLECT THE MOOD AND EMOTION OF EACH FRAGRANCE, VISUALLY CONVEY A SENSE OF SOFTNESS AND EMOTIONAL CALM.
CLIENT. CULEAN
YEAR. 2025
CREATIVE DIRECTOR. KYOUNGSOO NA
ART DIRECTOR. JINSUNG YANG
DESIGNER. KUNWOO KIM, HYEONHA JO, SHINYOUNG LEE, YUNGYU LEE
PHOTOGRAPHER. JUNGHUN YEOM
Photographer. Junghun Yeom