Branding/Art Direction/Photography
Heen (흰) is a contemporary Korean dessert brand developed in collaboration with Chef Sungmi Kim. Rooted in the meaning of 흰—the Korean word for "white"—the brand explores softness, balance, and simplicity through a visual and culinary language inspired by texture, restraint, and comfort. The project encompassed naming, brand strategy, storytelling, custom logo design, visual identity development, and packaging design, alongside close collaboration with the chef to shape the menu concept and articulate a contemporary perspective on Korean dessert culture through naturally gluten-free rice flour desserts.
The brand was introduced through a private pop-up designed as an intimate showcase for industry professionals, creating an opportunity to gather feedback and refine the experience ahead of a broader launch. Art direction extended across every touchpoint, from packaging, printed materials, and photography to the physical environment itself. Developed in collaboration with an interior designer, the space translated the brand's core values into a cohesive sensory experience, bringing together identity, product, and environment to establish a thoughtful and distinctive foundation for Heen's future growth.