Etude House is a leading Korean makeup and skincare brand with hundreds of shops globally. Endorsed by many Korean celebrities and K-pop stars, the brand caters to the youth and has a cult following.

With plans to launch in the American and European markets, the packaging system had to be reimagined to cater to a western audience – whilst retaining the core principles of the brand : youthfulness, fun and 'loveliness'. The launch focused on four main categories: technical skincare, skincare, makeup bases and creative colours.