Understanding Korean Aesthetics in the Package Design of the History of Whoo by Culture Code Brand Design (CCBD) Methodology

Abstract

The History of Whoo, a Korean cosmetic brand, has always advocated using modern science, combining mysterious palace secrets with ancient Asian herbs to produce high-end skincare products for modern women. Now The History of Whoo has been sold all over the world. It has become a high-end skincare product with a unique product and package design with Korean elegance. This research aims to study the Korean aesthetic image contained in the package design of The History of Whoo brand, collect the package design of The History of Whoo brand, analyze the package form, traditional patterns and colors, and their meanings. The Culture Code Brand Design (CCBD) Methodology used to analyze its cultural symbols, meanings and values. The research shows how the brand can enhance its brand image and increase brand sales through the successful combination of its unique Korean packaging design aesthetics and visual cultural codes.This study concludes that the package design implemented curvilinear frosted glass with traditional lotus and phoenix patterns to conform to Korean aesthetics, symbolizing the Queen's nobility. These elements emphasize the symbol of nobility and elegance in Korean culture. © 2023, The Author(s), under exclusive license to Springer Nature Switzerland AG.