BORYUNG BR TOX

Boryung Pharmaceutical, a big pharmaceutical company in Korea, wanted to launch a line of cosmetics with a cosmeceutical concept by fusing cosmetics and pharmaceutical technology. The main mission of our BX design was to showcase the features of Boryung’s newly developed anti-wrinkle technology on the product, and we wanted to do more than just showcase the technology, we wanted to deliver a sophisticated and environmentally friendly brand experience to the customers who purchase the product. We also wanted to design the product’s usability to be easily recognizable from the brand identity and packaging.

Brand Identity

The BR TOX brand identity is like an essence gathered through the lens of the graphic motifs we defined earlier. We drew lines to each touchpoint in the user’s lifestyle and time, creating a triangle and laying out the wordmark in that shape. The products in the BR TOX line may have different names for different contexts, but the basic layout follows the same rules.

Color & Typography

Since we used eco-friendly recycled paper for our packaging and applications, we felt that using a lot of color would go against this concept, so we strived to create a modern, upscale identity using a gray and black monotone. We combined the highly legible sans serif Aten New with the serif typefaces Minion Pro and Halcom to create a consistent image with magazine-like editorial elements. The accent color, blue, serves to offset the monotony of the monochromatic color scheme and was used on the inner container rather than the packaging.