Solutions
Collaborators
Photographers
Overview
Like the bathhouse rituals it conveys, a concise new brand identity unites a structured trilingual and sustainable packaging suite with a unique web presence for the extensive product range of modern Korean soap house BINU BINU to honour community, care and renewal.
Contents
Branding
Packaging
Website
![](https://cdn.sanity.io/images/u6zhp527/production/c5d2b257ab0cdc267f3a21a22354bc7a3e45aecb-1500x1999.jpg/1-of-1-Studio_Binu-Binu_Branding_Packaging_1-Web.jpg?w=3840&q=92&auto=format)
Stacked Soaps
![Soap with Stamped Logo](https://cdn.sanity.io/images/u6zhp527/production/ed4638f500f461685fa6d7b912dbac9e4c44dafb-1418x1891.jpg/1-of-1-Studio_Binu-Binu_Branding_1-Web.jpg?w=3840&q=92&auto=format)
![Packaging, Box Scans](https://cdn.sanity.io/images/u6zhp527/production/7b3a666b1c70a1e89b8e6b8c93db6ca2bb46b489-3000x2000.jpg/1-of-1-Studio_Binu-Binu_Branding_Packaging_2-Web.jpg?w=3840&q=92&auto=format)
Context
BINU BINU founder Karen Kim approached us to establish a brand identity for her brand of modern soaps centred around the ethos and cultural resilience of the jjimjilbang (Korean public bathhouse). The visual system we developed honours the brand’s heritage, which pays tribute to the rituals, communal and self-care for which the jjimjilbang sets the scene. Referencing the graphic forms of bathhouse architecture, a structured packaging suite accommodates three languages – Korean, English and French – across a carefully calibrated system equipped to showcase an extensive product range.
Solutions
Branding Identity
Packaging
Print Assets
E-Commerce Design
E-Commerce Development
Digital Assets
![Full, Logo Stacked](https://cdn.sanity.io/images/u6zhp527/production/810a3cc3aa1453c49d071d766b62437514ea9d2a-3000x2000.jpg/1-of-1-Studio_Binu-Binu_Branding_2-Web.jpg?w=3840&q=92&auto=format)
![Soap Bag Stack](https://cdn.sanity.io/images/u6zhp527/production/8fb62f7c63ce383d061af142ecda3379468e4dcb-1500x2000.jpg/1-of-1-Studio_Binu-Binu_Branding_Packaging_6-Web.jpg?w=3840&q=92&auto=format)
![Facial Sponge Box Scan](https://cdn.sanity.io/images/u6zhp527/production/e94fce81e9daa38ed6476cfc2062055663daddaa-1500x2000.jpg/1-of-1-Studio_Binu-Binu_Branding_Packaging_9-Web.jpg?w=3840&q=92&auto=format)
![Lighters](https://cdn.sanity.io/images/u6zhp527/production/281eac2e98da1780ed9b90e8ae7796460885d5ae-1200x1800.jpg/1-of-1-Studio_Binu-Binu_Branding_7-Web.jpg?w=3840&q=92&auto=format)
Right, Soap Image by Annie Nguyen
![Soap and Dish](https://cdn.sanity.io/images/u6zhp527/production/2ce920344116879aa7009b9e9a258483061bdae4-1150x1533.jpg/1-of-1-Studio_Binu-Binu_Branding_3-Web.jpg?w=3840&q=92&auto=format)
![Incense Box Scan](https://cdn.sanity.io/images/u6zhp527/production/c45edbf22c2d5fa7ff6471bf8ae733c42c763500-2341x1560.jpg/1-of-1-Studio_Binu-Binu_Branding_Packaging_8-Web.jpg?w=3840&q=92&auto=format)
Context
To unite the diversity of BINU BINU’s products and typographic forms, we realised a calm and cohesive presence through a tonal palette drawn both from bathhouses and the brand’s soaps. Referencing both Hangul characters and traditional Korean architectural forms, a monogram provides the brand its trademark, while typographic clarity lends the collection a tightly edited feel. Departing from the high polish typical of beauty industry imagery, fine-grained film photography by Hyunsung Park’s "Bathhouses in Seoul" focuses on the tactile experiences of bathing rituals and the material pleasure of the objects themselves.
![Lighters in Butter, Silver and Dark Chocolate](https://cdn.sanity.io/images/u6zhp527/production/c6ab2350b2d3b1e594f975f55138e31e23b72486-2160x2879.jpg/1-of-1-Studio_Binu-Binu_Branding_Packaging_3.jpg?w=3840&q=92&auto=format)
![Lighter in Silver](https://cdn.sanity.io/images/u6zhp527/production/83c5d4573cb08f06738243c738e754b936e50971-900x1200.jpg/1-of-1-Studio_Binu-Binu_Branding_Packaging_10-Web.jpg?w=3840&q=92&auto=format)
![](https://cdn.sanity.io/images/u6zhp527/production/6ab9b0bb52f1cdaea630d4c852e7710979796009-1500x2000.jpg/1-of-1-Studio_Binu-Binu_Branding_Packaging_5-Web.jpg?w=3840&q=92&auto=format)
Soap Bag
![Cannabis Perilla Candle](https://cdn.sanity.io/images/u6zhp527/production/2fe9bb9c77ba5ff961af7643b0db32c57c80407a-1586x2114.jpg/1-of-1-Studio_Binu-Binu_Branding_Packaging_7.jpg?w=3840&q=92&auto=format)
Context
Extending BINU BINU’s visual coherence to the products themselves, a completely reimagined packaging range saw us swap the brand’s previous use of soft plastic soap bags for recyclable materials and a flat pack ready dieline system, equipped for eventual expansion to a range of over 50 SKUs. True to the brand’s inspirations, BINU BINU is stocked in a wide range of international specialty stores who value its heritage and share its appreciation of form.
![Travel Soap Set Scan](https://cdn.sanity.io/images/u6zhp527/production/9753e6a59c5862689802ed306ff808cdf540bb4c-3000x2000.jpg/1-of-1-Studio_Binu-Binu_Branding_Packaging_4-Web.jpg?w=3840&q=92&auto=format)
![Travel Soap Box](https://cdn.sanity.io/images/u6zhp527/production/5190c2eb6d360acbf50727a9882345dd4185bd58-1500x2000.jpg/1-of-1-Studio_Binu-Binu_Branding_Packaging_11-Web.jpg?w=3840&q=92&auto=format)
![The Big Block Ae Gi Super Mild Soap](https://cdn.sanity.io/images/u6zhp527/production/409496d6c2d2481f213973ebea1627ebe7611204-1500x2000.jpg/1-of-1-Studio_Binu-Binu_Branding_5-Web.jpg?w=3840&q=92&auto=format)
![](https://cdn.sanity.io/images/u6zhp527/production/8368f66d9ec7788e5abfa3252dba5aa6109113a2-3000x4983.jpg/1-of-1-Studio_Binu-Binu_Website_Desktop_Product-3_Web.jpg?w=3840&q=92&auto=format)
A tonal website takes cues from traditional Korean architectural forms across a carefully structured system ready to house a diverse product range.
![](https://cdn.sanity.io/images/u6zhp527/production/b7097f1ecfb6935a11740f7eb68dbdd464f1f1d2-2000x1500.jpg/1-of-1-Studio_Binu-Binu_Section_Background-2_Web.jpg?w=3840&q=92&auto=format)
![](https://cdn.sanity.io/images/u6zhp527/production/96a11689998685d38ae33820086378aadade766e-3000x2000.jpg/1-of-1-Studio_Binu-Binu_Website_Desktop_Product-2_Web.jpg?w=3840&q=92&auto=format)
![](https://cdn.sanity.io/images/u6zhp527/production/98dc6821d5270a78ce76e9dcf2bea36b2d29b006-1080x1920.jpg/1-of-1-Studio_Binu-Binu_Social_Instagram_1_Web.jpg?w=3840&q=92&auto=format)
![](https://cdn.sanity.io/images/u6zhp527/production/068100e793254f7e177b76e2ff4c43f4326b2c5f-1080x1920.jpg/1-of-1-Studio_Binu-Binu_Social_Instagram_2-1_Web.jpg?w=3840&q=92&auto=format)
![](https://cdn.sanity.io/images/u6zhp527/production/368f11ddb1d06f63665cc6138ba3a09602af2f4b-1080x1920.jpg/1-of-1-Studio_Binu-Binu_Social_Instagram_2-2_Web.jpg?w=3840&q=92&auto=format)
![](https://cdn.sanity.io/images/u6zhp527/production/1bdcc6330df91c395c2f44afc6b5a3555902cd95-1080x1920.jpg/1-of-1-Studio_Binu-Binu_Social_Instagram_2-3_Web.jpg?w=3840&q=92&auto=format)
![](https://cdn.sanity.io/images/u6zhp527/production/5165bd867ba4b97fe3551e3edaa6d4718516d1a0-1080x1920.jpg/1-of-1-Studio_Binu-Binu_Social_Instagram_2-4_Web.jpg?w=3840&q=92&auto=format)
![](https://cdn.sanity.io/images/u6zhp527/production/4678e4f0739f0fde06cabfba1c2e6ad73ca1f42e-1080x1920.jpg/1-of-1-Studio_Binu-Binu_Social_Instagram_2-5_Web.jpg?w=3840&q=92&auto=format)
![](https://cdn.sanity.io/images/u6zhp527/production/ada2bae73aaa9714d7ffc559e93b76f2af68a38e-1080x1920.jpg/1-of-1-Studio_Binu-Binu_Social_Instagram_2-6_Web.jpg?w=3840&q=92&auto=format)
![Binu Binu Logo Scale Variations](https://cdn.sanity.io/images/u6zhp527/production/b3a9d57c5ceadc661cc8099d45928d480f4e3c54-2000x1500.jpg/1-of-1-Studio_BinuBinu_Graphic_Systems_1.jpg?w=3840&q=92&auto=format)
Graphic Systems