Visual Communication - Bachelor
Muhwagwa is an independent accessories brand inspired by the traditional Korean 복주머니 (bokjumeoni), a lucky pouch symbolising prosperity and good fortune. Reinterpreting this cultural form through a contemporary lens, the brand explores distinctive silhouettes and tactile fabrics to create expressive accessories that celebrate individuality while maintaining a connection to Korean heritage.
Bags inspired by the Korean 복주머니 (bokjumeoni), meaning “lucky pouch” or “fortune pocket,” draw from the traditional Korean drawstring bag once worn with hanbok as a substitute for pockets. Often made from colourful silk and decorated with intricate embroidery, bokjumeoni have become cultural symbols of prosperity, happiness and good fortune. Inspired by this history, the brand reinterprets the traditional form through a contemporary lens, focusing on distinctive silhouettes, tactile fabrics and small collections rather than fast-changing trends. Each design aims to feel expressive and individual while still maintaining a connection to Korean craft and cultural heritage.
The muhwagwa visual identity reflects the brand’s playful, handcrafted and expressive character. The flowing, hand-drawn wordmark and delicate fig illustration create an organic feel, emphasising individuality and thoughtful craftsmanship. Complementing these elements, the colour palette combines rich chocolate, vibrant teal and soft cream to balance warmth, playfulness and contrast. Together, these elements establish a distinctive and cohesive identity across print, packaging and digital applications.
The muhwagwa packaging reflects the brand’s playful and handcrafted identity through a combination of tactile materials and thoughtful details. The custom-designed box unfolds to reveal the pouch, accompanied by branded tags and informational cards that enhance the unboxing experience. Its layered presentation balances functionality with visual appeal, creating a memorable and personal connection between the product and its packaging.
Eugenia Yoon is a visual communication designer with a passion for branding, editorial design, typography, and visual storytelling. Her work focuses on creating thoughtful and engaging visual experiences that balance creativity and functionality. She enjoys exploring different materials, techniques, and design approaches to develop distinctive and meaningful outcomes.
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