약선향 한의원
Year. 2024
Client. Yakseonhyang
Work Scope. Brand Strategy & Identity
Category. Clinic
The foundation of Yakseonhyang’s brand identity was entirely shaped by insights gathered during interviews. From this process emerged the brand's key philosophy: "focusing on what to eliminate rather than what to add." This philosophy not only serves as the essence of the brand but also functions as its tagline, providing consistent direction for all design and communication elements. Naming was the most time-intensive part of the project. Beyond trademark issues, the two operators initially lacked a clear naming standard and held opposing views. Against this backdrop, the name Yakseonhyang (藥禪香) was chosen. It embodies the meaning of "spreading the simple joy of medicine" and effectively captures the brand’s most essential values. Rooted in the shared philosophy of "simplicity" and "elimination," the name perfectly aligns with the brand’s essence and was unanimously selected as the final name.
The design approach prioritized fidelity to the brand’s core rather than merely creating visually appealing outcomes. Yakseonhyang's logo, color system, and typography are composed of elements that are simple, calm, and convey trustworthiness. The design employs natural tones and clean aesthetics, aligning with the client’s preferences. The symbol reflects Eastern aesthetics and the philosophy of Korean medicine, aiming for simplicity while carrying layered meanings. It uses minimal forms to represent the human body and symbolizes a systematic treatment process. Packaging design focuses on conveying both simplicity and sophistication, with distinct color schemes differentiating the product lines (standard and premium). Additionally, various materials, including prescription guides, medical opinion forms, and signage, were developed to ensure consistency across all aspects of the brand identity.