THE SAEM
Cosmetics Lineup Redesign
2024
This packaging redesign project for The Saem addressed the challenge of reinforcing a weak brand identity that came from using common, pre-molded containers. In Korea’s competitive cosmetics market, brands often struggle for visibility on crowded shelves. The design strategy focused not on complicated aesthetics, but on keeping The Saem’s neat, established image while ensuring instant brand recognition through unique structural and tactile features.
Designed for The Saem
Designed by SWNA
ConceptBuilding Identity from the Water
The project aimed to establish a minimal, refined, and highly recognizable form for The Saem brand. The design ensures visual consistency across the product lineup by incorporating a distinctive structural detail.
Reinterpreting "The Saem" (Korean for "spring of water") as a symbol of continuous clarity, the form language was inspired by the quiet flow of water. This evolved the brand's visual identity, reflecting calm energy and refined movement.