THE SAEM, a road shop brand of ‘HANKOOK COSMETICS’ that started in 1962, is a global comprehensive cosmetics brand launched in 2010 under the concept of ‘the wisdom of beauty hidden in each country of the world’ with the parent company’s technology and high expertise in cosmetics for over 60 years.

The brand has been widely loved by the public through its reasonable prices and certified quality, but the vast number of product SKUs and different tone-of-voice for each channel have led to a blurred identity. To this end, we redefined the brand concept of ‘THE SAEM’ to capture the heritage of the brand’s long-standing ‘naturalism’ concept and the high expertise and technology of ‘HANKOOK COSMETICS’, and developed a graphic system to deliver a unified message with consistent output across various SKUs.