Haruharu Wonder: A Vibrant and Dynamic Skincare Brand

Revolutionizing the Beauty Industry with Innovative Design

Haruharu Wonder's brand identity is as vibrant and dynamic as its target audience, young beauty users in their early 20s. The cheerful design language intuitively communicates the function and benefits of each mask and cream, making it easy for consumers to choose the right product for their skincare needs.

The packaging design for the creams is inspired by a take-away coffee cup, the most used everyday item. Not only does it stand out on a vanity table, but it also provides a comfortable grip for those busy mornings. The design is not only aesthetically pleasing but also functional, enhancing the overall user experience.

But what sets Haruharu Wonder apart from other skincare brands is its commitment to sustainability. The packaging can be recycled and transformed into potted plants, pencil stands, and storage boxes, giving it a second life and reducing waste.

The Wonder skincare line consists of four types of facial masks and creams, each formulated with superfood ingredients to rejuvenate the skin. With its unique properties and innovative design, Haruharu Wonder has become a go-to brand for young beauty enthusiasts looking for effective and environmentally friendly skincare solutions.

Chief Executive Officer, Yunsuk Roh, and Chief Contents Officer, Jae Won Jeong, led the design team, which included Wha Kyung Su, SaeBom Kim, KyoungJin Yun, and BaeJeong Park. Together, they created a skincare line that not only meets the needs of its target audience but also stands out in a highly competitive market.

The project started in October 2017 in Seoul, Korea, and was completed in April 2018. Haruharu Wonder was launched in June 2018 and has since gained popularity in 12 countries worldwide.

Haruharu Wonder's design is not only visually appealing but also backed by extensive research. The team discovered that an average person spends 53 minutes a day in front of the mirror, adding up to a year and a half during their lifespan. With this in mind, Haruharu Wonder aimed to design a skincare line that would enhance the user's experience and make their daily skincare routine more enjoyable.

One of the challenges faced by the design team was creating a distinctive brand identity for Haruharu Wonder in a highly competitive market. While most natural cosmetics brands opted for a calm and nature-oriented design, Haruharu Wonder chose to be vivid and fun, reflecting the dynamic energy of its target audience.

Haruharu Wonder's innovative design has not gone unnoticed. It was awarded the Iron A' Design Award in 2019, recognizing its well-designed, practical, and innovative creations that meet professional and industrial requirements. This award highlights the brand's commitment to excellence and its contribution to a better world.

With its vibrant and dynamic brand identity, sustainable packaging, and effective skincare solutions, Haruharu Wonder is revolutionizing the beauty industry. It has become a symbol of everyday beauty, inspiring young beauty users to embrace their skincare routines with joy and confidence.