KIND F BRAND略懂品牌
GrowthCampaignsBrandingWorkAboutWrite a brief

EN简繁日本語한국어

Self-initiated concept · our own brief, our own brand

Tteum 뜸: the minute you wait

A Korean rice-ferment skincare label for Tokyo and New York that sells the rest, not the ingredient.

Fictional client
Tteum 뜸
Category
Fermented-rice skincare
Line
Branding
Market
Korea → Japan, US
Status
Proposal
Ceramic and glass packs, Tokyo pop-up elevation, paper bag and product page.
Ceramic and glass packs, Tokyo pop-up elevation, paper bag and product page.

The brief

The brief, reframed: not another rice serum, the minute you wait.
The brief, reframed: not another rice serum, the minute you wait.

The problem

K-beauty abroad reads pastel, playful and ten-step. "Rice" and "ferment" are on every shelf as an ingredient percentage, so a premium label has nothing left to own.

The insight

Korean cooks let rice rest under the lid before serving: 뜸 들이다. The waiting is what makes it good. Competitors sell an ingredient; nobody sells the rest.

The idea

A constructed Hangul block, 뜸, that draws a lidded bowl: steam above, the lid, the bowl below. The lid is the one coloured stroke. On every pack it extends into a rest bar whose length is the batch's fermentation days, and the routine asks for one quiet minute.

What we would make

  1. Research · W1–3
    Brewery and fermentation visit in Jeonju, shelf audit in Tokyo and New York, 16 interviews with label readers.
  2. Strategy · W3–5
    Positioning "the rest is the ingredient"; claims review for Japanese and US cosmetics rules.
  3. Naming · W4–6
    120 names to 24 to 5; Hangul, Latin and katakana tests; KIPRIS, JPO and USPTO searches.
  4. Identity · W6–10
    Constructed Hangul mark, rest bar, palette and type, ceramic and glass print tests.
  5. Rollout · W10–13
    Tokyo pop-up, product page with a rest timer, launch content in Korean, Japanese and English.
Primary lockup, the mark on onggi brown, the wordmark on mist.
Primary lockup, the mark on onggi brown, the wordmark on mist.
120 names → 24 → 5 → Tteum, checked in Korean, Japanese and English.
120 names → 24 → 5 → Tteum, checked in Korean, Japanese and English.
뜸 on a 12 × 12 module grid: steam, lid, bowl; clear space and minimum sizes.
뜸 on a 12 × 12 module grid: steam, lid, bowl; clear space and minimum sizes.
Palette, type in three scripts, the rest bar and the steam-field pattern.
Palette, type in three scripts, the rest bar and the steam-field pattern.
13 weeks; naming starts early because the name must work in three scripts.
13 weeks; naming starts early because the name must work in three scripts.

What we would measure

  • Target: 45% of first-time buyers return for a second product within 6 months
  • Target: average order of 2+ items on the own site
  • Target: 30% of pop-up visitors leave an email or LINE contact
  • Target: rest-bar recall in post-purchase survey above 50%