The premium skincare brand “Miin Silok,” whose key ingredient is rice lees extract from Korea’s traditional liquor, makgeolli, combines the meaning of “miin” (representing both inner and outer beauty) and “silok” (meaning chronicles of centuries-old, proven data). This naming reflects the trustworthy ingredients and technological expertise of HLB Life&Health care. With the slogan “Beauty Archive,” the brand conveys its value intuitively while enhancing its global scalability.
The logotype maintains the distinct “bichim” feature of Hangul’s Myeongjo typeface, blending it with modern aesthetics to harmonize the elegant curves and straight lines of Hangul, emphasizing Korean beauty.
Inspired by the vertical writing style used by ancestors, the brand adopts a vertical logotype as its signature.
The color palette uses Soft Ivory and Dark Brown, intuitively showcasing the key ingredient, rice lees, and visually highlighting the brightening function of the product. The iconic graphic on the label sticker draws inspiration from rice grain symbol, “米,” symbolizing the radiant skin effect that users can experience. The packaging expresses the value of Korean tradition by using paper with a texture similar to traditional Korean hanji. Additionally, the shimmered fabric used for the secondary packaging, inspired by the muslin cloth employed during rice lees extraction, combined with traditional knotting, offers consumers a unique brand experience that evokes a sense of tradition and the beauty of Korea.