MIIN SILOK Brand Identity

The Client
HLB Life & Healthcare is aiming for Dermacosmetics, which improves customers’ skin and realizes customer satisfaction under the mission of HLB Group called Human Life Better. To this end, we have developed products that can experience safe and definite skin improvement effects. Through this project, we want to develop a brand that is differentiated from existing brands and secure competitiveness in the skincare market.

The Objective
To address the skin concerns of women in their 30s and 40s, MIIN SILOK was created as a premium brand using rice lees, an extract from traditional Korean rice wine, makgeolli. The name blends “miin,” representing inner and outer beauty, and “silok,” meaning historical records compiled over centuries, emphasizing Korean heritage. Therefore, YNL Design provides a visual experience differentiated from other brands by visually highlighting the harmony between Korean tradition and modernity by reinterpreting the by-products of Makgeolli, a traditional Korean liquor.

The Solution
The brand introduces the slogan “Beauty Archive,” conveying its value to international consumers. Inspired by traditional vertical writing in Korean historical records, “silok,” the brand features a vertical Hangul logotype as its signature. This layout emphasizes Korean aesthetics by blending the elegant curves and lines of Hangul. The logotype retains the unique “bichim” (serifs) of the Korean Myeongjo typeface while adding a modern touch. MIIN SILOK’s color palette uses Soft Ivory, representing the core ingredient rice lees, and Modern Dark Brown to emphasize the product’s brightening effect. The layout embodies the beauty of “negative space” found in Korean aesthetics, with a simple yet intuitive rice grain graphic motif to highlight the key ingredient. The label design is inspired by the Korean character for rice grain “米,” visually reflecting the glowing skin effect consumers can achieve. This design approach creates a unique and iconic visual identity for the brand. MIIN SILOK’s packaging is inspired by hanji, the traditional paper used in historical records, “silok.” To reflect Korean heritage, the packaging material has a texture similar to hanji. The secondary packaging uses a shimmer fabric, inspired by the cotton cloth used in extracting rice lees, emphasizing the key ingredient. Traditional Korean knots add to the brand’s unique experience.