Throughout his career so far, Eunsun has worked across a plethora of projects from brand identities to web, graphic and printed design. His client list boasts names like Herere Ceramics, Studio Table, Coalmine, Seoul Typography Biennale 2020, PJ Harvey plus many more. Most recently, he’s focused his attention on branding work in Seoul and across the seas, working to break the mould of “restrictive” and same-y brand design that Eunsun started noticing around him. So when the brief came in to design the identity for Isaid, it’s safe to say he was more than thrilled. “[The client] completely believed my taste in design, creativity and let me do whatever I wanted in terms of design and packaging,” he notes, pointing out how he designed around the budget when the packaging cost quite “a lot” to make – “I think our design tastes were on the same page and we were able to make this happen.”
With an aim to produce something atypical to the usual branding project, Eunsun had a few techniques up his sleeve to do so. Not only has he employed papers he’s never worked with before, this is also the first time he’s tried out this particular style and construction of packaging. The most noticeable element is the label branding, consciously placed to seal the packets of peanut cookies as well as in a more decorative manner across the bottle design. Within, the text is fragmented and the shape of the label follows suit; the brand’s name is emphasised in a large font, while further details like the ingredients and storage advice are explained across the remaining parts. Elsewhere, information leaflets are artfully placed across the store alongside its garments and products, displayed in a stark off-white tone and featuring a playful text cut out emphasising the Isaid name.
The finalised outcome for Isaid is wonderfully bold and minimalist. But despite being distinguished in its own right, it’s also the perfect accompaniment to Eunsun’s continuously expanding portfolio where bold and considered typefaces, structural posters and shapely identities take centre stage. “I hope my audience will respond to my work as if each project looks distinctive in the way it delivers each project’s message and wears my design colour,” he explains of how he hopes this project – and any project, for that matter – will be interpreted. “I’d say that will be the main goal!” Either way, Eunsun’s plans for the future will involve much of the same, but more so inclined towards his own personal ethos and hopes as a designer. “The response to my works have been mind-blowing, I’ve had lots of offers. But I would love to work with people who really know what they want and those who suit my design philosophy.”