Branding & Design: bypetri
[bypetri] was a branding project at GC Wellbeing in Seoul, Korea 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.
Role & Contribution:
As a design intern, I worked on early-stage brand strategy for bypetri, helping define the conceptual framework and identity direction for the skincare line. I contributed to positioning skincare as an everyday wellness ritual through visual exploration and narrative development rooted in warmth, nature, and emotional connection using Cottage Core as the main concept.
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.
Brand Launch Promotion Campaign Concept Idea
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.
