[비즈한국] Kim Sung-yoon, Creative Director at HEAZ, took the stage as the fourth speaker at 'BrandBiz Conference 2024.' Director Kim has been leading design projects for 14 years at the design firm 'HEAZ,' which operates under the slogan 'Design for the moments that move your heart.' He has collaborated with over 200 brands, including Adidas, Jo Malone, Sulwhasoo, KT&G, Chanel, and Nike, and is credited with driving consumer engagement through designs infused with ideas and sensibility.
Director Kim Sung-yoon delivered his lecture on 'Packaging, the most intimate brand experience,' stating, "Experience is branding, and sharing is the realm of marketing."
Introducing packaging cases for KakaoTalk gift services for the jewelry brand Tiffany and the skincare brand COSRX, he explained, "For Tiffany, we captured the concept of 'safekeeping,' while for COSRX, we incorporated a 'sense of gratitude'." He emphasized, "As we move further into an era of non-face-to-face interaction, experiences rooted in communication and empathy become even more critical."
Director Kim noted that for the skincare brand PURCELL, he focused on the brand image, and for Nike Jordan packaging, he borrowed elements from the Nike headquarters. He summarized this approach as "a brand message that can be felt more intimately through a process of highlighting the essence." Discussing packaging work for YouTube, Mamonde, Heineken, and Espoir, he highlighted another importance of packaging by stating, "Even familiar brands can provide new experiences through unexpected joy and freshness." Using the example of 'Elli K,' an Arizona heritage premium skincare brand that incorporated the local colors and textures of Arizona, Atlantida, Honduras, into its packaging, he remarked, "The method of delivery changes depending on the purpose of the package."
Addressing the importance of packaging and his own professional mission, Director Kim shared, "Some point out that packaging can be excessive. They aren't wrong. That is why I constantly worry about how to reduce waste from an environmental perspective. However," he added, "we cannot eliminate packaging entirely. Sometimes it needs to be flamboyant, and sometimes it needs to be rational."
Finally, he defined packaging by saying, "We watch 'mukbang' (eating broadcasts) because it fulfills our desire to eat vicariously. In essence, we work to connect the desire for experience with packaging. Eye-catching packaging becomes content in itself, providing curiosity and enjoyment to the public."
During the Q&A, Director Kim mentioned that the approach to packaging from a marketing perspective differs from packaging intended for direct retail, noting that cost and mass appeal are crucial factors when designing for sales. When asked about the unit cost and brand of his most expensive packaging project, he replied, "I believe the most expensive work reached 800,000 to 900,000 won," but he playfully refrained from disclosing the brand name, drawing laughter from the audience.