This is the branding and packaging design created by AAOO Studio, Ping Sung Chiu, and Yu Jie Li for Hong-Sik, a fragrance brand originating from a traditional Chinese medicine shop in Tainan, Taiwan. The project was a 2026 project and was released on Behance on September 8, 2026.
The brand name 'Hong-Sik' signifies a space for storing memories. The English name, Hong-Sik, is a transliteration of the Taiwanese pronunciation and connects in sound with 'Homesick,' meaning longing for home. Viewing scent as a medium that connects to memories, the brand has established woody, fruity, and oceanic scents as its three product directions.
The visual system organized scents into continuous patterns rather than describing them in long sentences. The repeating graphics represent a state where memories do not stop at a single scene but overlap and accumulate. Each scent is treated like a symbol, and information on the front of the package has been reduced.
The packaging utilizes a double-walled hard box. The thick material and textured surface allow the fragrance to be experienced not only visually but also tactilely. The organized opening experience makes the perfume appear as an object to be stored and collected. A key feature is that the luxury nature of the perfume is addressed within its structure, materiality, and graphic system, rather than being exaggerated through direct decoration.
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https://www.behance.net/gallery/255394937/Hong-Sik-Fragrance-Branding-
