24 O’clock Inner Beauty (Concept)

Derrick Lin


Creative Agency: Kingsmen BX Lab.
Project Type: Concept
Location: Seoul, Korea
Packaging Contents: Tea
Packaging Substrate / Materials: Glass, Paper
Printing Process: Digital printing, foil stamping

As we planned an inner beauty brand called ‘24 O’clock’, we have developed a branding system with the core value that this brand wants to convey to be effectively dissolved in the package design. 24 O’clock means ‘midnight’ which is the boundary between today and tomorrow. 24 O’clock, located at the border of the finish and the start, will be with you every moment.

What’s Unique?
The visual identity of 24 O’clock’s first inner beauty product is derived from the three keywords, Day & Night, Natural Ingredient, and Moisture. Each keyword is visually expressed through the flow of time and the image of nature and river.