Branding & Design: bypetri
[bypetri] was a branding project at GC Wellbeing in Seoul, centered on defining the core concept and identity direction for a new skincare line targeting the 2030 generation. The brief focused on establishing an emotional and lifestyle foundation for the brand identity and storytelling.
Design Approach:
The concept was inspired by Cottage Core, using natural warmth and gentle storytelling as the emotional starting point of the brand. Skincare was positioned as a grounding daily ritual focused on restoration and comfort, moving away from conventional beauty narratives.
The project established the foundation for a 2030 skincare brand identity centered on calm, warmth, and everyday care. The healing theme was carried through nature-driven visuals, soft design direction, and honest, relatable storytelling that reflected the comfort of daily life.
Launch Promotion Campaign Concept
The campaign extended the healing theme into a mobile healing station, a skincare pop-up that could move through different parts of the city. The idea focused on bringing moments of rest and personal care into public space, creating a soft, warm brand encounter that met people naturally in their daily environments.
