PHULA

Phula

Client: DEWYBETTER
Design: LONG&SHORT
Creative Direction/Design: Joohyung Yun
Sub design: Sohyeon Kim
Country: South Korea

Phula is a functional skincare brand, and we have carried out the overall design of the brand identity, including logo, key visual, and package design.

At the center of the pura is the concept of systematic cosmetics designed by pharmacists, focusing on raw materials. We wanted to make a product that is close to the essence,not the emotion. Phula is a combination of ingredients prescribed by pharmacists to make skin changes and effective products that anyone can notice. So we focused on the direction in which we could reveal these intuitive effects and effects.

We noted the owner's long efforts, time and traces. This is because "cosmetics made by pharmacists" will act as the biggest difference from other brands, and consumers will also feel trust in this. So we put a logo type and a key visual on the product to show these phula stories, We tried to show the brand as a whole. It was necessary to mix rational and emotional elements, such as metaphorically interpreting motifs brought from note-taking and directly revealing the product name.