TO CELEBRATE KIEHL’S BEST-SELLING ULTRA FACIAL LINE, HEAZ DEVELOPED A LIMITED-EDITION KIT REIMAGINING THE PRODUCT’S CORE BENEFIT—MOISTURE RETENTION—AS A SUPERHERO NARRATIVE. UNDER THE CONCEPT TITLE “ULTRA HEROES,” THE MOISTURIZING CREAM TAKES ON A NEW IDENTITY AS A PLAYFUL YET POWERFUL CHARACTER, BROUGHT TO LIFE THROUGH BOLD VISUALS AND STORYTELLING ELEMENTS. THE KIT IS DESIGNED IN THE FORM OF A CEREAL BOX, MERGING NOSTALGIC FUN WITH POP-CULTURE CUES. A CREAM JAR WEARING A HERO’S CAPE, ALONG WITH A MEGA-SIZED BOX COMPARABLE TO AN UPPER-BODY MANNEQUIN, CREATES STRONG VISUAL IMPACT AND INVITES DEEPER IMMERSION INTO THE PRODUCT’S WORLD. THE PRIMARY COLOR PALETTE (RED, YELLOW, BLUE) DELIVERS VIBRANT ENERGY, WHILE SIDE-PANEL “INGREDIENT FACTS” AND COMIC-STRIP STORYTELLING ON THE BACK INFUSE THE PACKAGING WITH KIEHL’S SIGNATURE WIT AND CHARM. SUPPORTING ITEMS SUCH AS A CUSTOM CEREAL CUP AND COASTER EXPAND THE CONCEPT INTO A COHESIVE UNIVERSE, ENHANCING THE PHYSICAL BRAND EXPERIENCE. DESPITE RESTRICTIONS ON SPONGE USAGE DUE TO KIEHL’S SUSTAINABILITY POLICY, THE KIT WAS ENGINEERED ENTIRELY WITH PAPER-BASED STRUCTURES, PASSING MULTIPLE ROUNDS OF STRUCTURAL TESTING TO ENSURE PRODUCT STABILITY AND PRESENTATION. THIS PROJECT EXEMPLIFIES HEAZ’S APPROACH TO MULTIDIMENSIONAL BRANDING—TRANSFORMING EVERYDAY PRODUCT MOMENTS INTO COLLECTIBLE, PLAYFUL EXPERIENCES, WHILE FAITHFULLY EXPRESSING THE BRAND’S VOICE AND VALUES.
CLIENT. KIEHL’S CREATIVE DIRECTOR. YUNMI KIM ART DIRECTOR. YELEE HUH DESIGNER. YEONJU KIM, SOHYUN LEE, NAHYEON KO, JINHUI PARK, NAYOUNG HONG, NAYEON BAE PHOTOGRAPHER. JUNGHUN YEOM
KIEHL’S
ULTRA HEROES KIT
TO CELEBRATE KIEHL’S BEST-SELLING ULTRA FACIAL LINE, HEAZ DEVELOPED A LIMITED-EDITION KIT REIMAGINING THE PRODUCT’S CORE BENEFIT—MOISTURE RETENTION—AS A SUPERHERO NARRATIVE. UNDER THE CONCEPT TITLE “ULTRA HEROES,” THE MOISTURIZING CREAM TAKES ON A NEW IDENTITY AS A PLAYFUL YET POWERFUL CHARACTER, BROUGHT TO LIFE THROUGH BOLD VISUALS AND STORYTELLING ELEMENTS. THE KIT IS DESIGNED IN THE FORM OF A CEREAL BOX, MERGING NOSTALGIC FUN WITH POP-CULTURE CUES. A CREAM JAR WEARING A HERO’S CAPE, ALONG WITH A MEGA-SIZED BOX COMPARABLE TO AN UPPER-BODY MANNEQUIN, CREATES STRONG VISUAL IMPACT AND INVITES DEEPER IMMERSION INTO THE PRODUCT’S WORLD. THE PRIMARY COLOR PALETTE (RED, YELLOW, BLUE) DELIVERS VIBRANT ENERGY, WHILE SIDE-PANEL “INGREDIENT FACTS” AND COMIC-STRIP STORYTELLING ON THE BACK INFUSE THE PACKAGING WITH KIEHL’S SIGNATURE WIT AND CHARM. SUPPORTING ITEMS SUCH AS A CUSTOM CEREAL CUP AND COASTER EXPAND THE CONCEPT INTO A COHESIVE UNIVERSE, ENHANCING THE PHYSICAL BRAND EXPERIENCE. DESPITE RESTRICTIONS ON SPONGE USAGE DUE TO KIEHL’S SUSTAINABILITY POLICY, THE KIT WAS ENGINEERED ENTIRELY WITH PAPER-BASED STRUCTURES, PASSING MULTIPLE ROUNDS OF STRUCTURAL TESTING TO ENSURE PRODUCT STABILITY AND PRESENTATION. THIS PROJECT EXEMPLIFIES HEAZ’S APPROACH TO MULTIDIMENSIONAL BRANDING—TRANSFORMING EVERYDAY PRODUCT MOMENTS INTO COLLECTIBLE, PLAYFUL EXPERIENCES, WHILE FAITHFULLY EXPRESSING THE BRAND’S VOICE AND VALUES.
CLIENT. KIEHL’S
CREATIVE DIRECTOR. YUNMI KIM
ART DIRECTOR. YELEE HUH
DESIGNER. YEONJU KIM, SOHYUN LEE, NAHYEON KO, JINHUI PARK, NAYOUNG HONG, NAYEON BAE
PHOTOGRAPHER. JUNGHUN YEOM