HARKEN inc.

&wolf

Art direction / Branding / Concept making / Graphic design / Logo design / Planning

&wolf

We gathered the voices of working women in their 20s and 30s. Nearly 80% of the women responded that they have "no mental space," and many of our team members from the same generation agreed wholeheartedly. With the idea of "creating mental space through makeup for women," we decided to launch a new brand. We are producing a makeup brand extension from the skincare brand "N organic." This includes comprehensive tasks from concept making to packaging and art direction for photoshoots, among others.

Specs

Date
2023

Client
Shirok Corporation

Link
https://andwolf.n-organic.com/

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"Between the dog and the wolf." It's the time for one last effort during the twilight hours.

The name "Between the dog and the wolf." originates from a French proverb that refers to the "twilight hours." If there were something resembling a dog in front of you, during the day you would recognize it as a dog, and during the night, you wouldn't see anything at all. However, during the twilight hours, the light becomes extremely ambiguous, and it becomes unclear whether the presence is that of a dog (something safe) or a wolf (something dangerous). This is how the proverb came into existence.

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The sky that we overlook day by day is incredibly beautiful.

At dusk, which should naturally mark the end of the day, women are often occupied with various tasks such as preparing for meetings or cooking dinner, leaving them in a somewhat busy state. This ambiguous time represents a moment without any room for respite, and the sky they often overlook due to their busyness is incredibly beautiful.

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Pack the beautiful things you've overlooked into your pocket.

The project began not by determining the contents of the cosmetics but by taking over 3000 photographs through the windows of office buildings. These photographs were used on the packaging, and the ambiguous gray tones extracted from the sky images were used for the color of the containers. The goal was to make people feel the margin by encountering the "overlooked beauty" every time they apply makeup.

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