HALLA
HALLA is a premium chocolate brand inspired by Hallasan Mountain in Jeju, Korea. Through a cohesive identity, packaging, and retail experience, the project translates the mountain's volcanic landscape and four seasonal transformations into a contemporary gifting brand centered around basalt-inspired aerated chocolate.
The identity centers on a minimal line illustration of Hallasan, balancing approachability with premium simplicity. A restrained brown palette evokes volcanic earth and chocolate, while seasonal accent colors create an expandable visual system across the product collection.
Inspired by the changing landscapes of Hallasan Mountain, the color system reflects the unique atmosphere of each season. Soft gradients blend natural hues found in Jeju's sky, vegetation, volcanic terrain, and snow, creating a cohesive palette that connects every product while giving each seasonal collection its own distinct identity.
A seasonal poster series inspired by the four landscapes of Hallasan. Each composition pairs the porous texture of basalt-inspired aerated chocolate with ingredients unique to each season, translating Jeju's changing colors and atmosphere into a bold visual language that reinforces the identity of the HALLA collection.
The packaging system is inspired by the form and landscape of Hallasan. Each season is represented through a palm-sized, faceted box that echoes the silhouette of a mountain, paired with a distinct gradient palette for spring, summer, fall, and winter. Transparent dome containers reveal the basalt-inspired aerated chocolate inside, while the four seasonal packages are brought together in a larger presentation box to create a cohesive gift set. The combination of sculptural structure, seasonal color, and volcanic textures reinforces HALLA’s connection to Jeju’s natural environment.
Practice
Visual Systems & Structured Thinking
Research Driven Process
Conceptual Development
- Identity Design
- Interactive Platforms
- Spatial Composition
- Motion Studies
- Data Translation
- Experimental Typography
Structure
I approach design as a constructed framework rather than surface decoration. Each project begins with research and mapping, identifying relationships before defining form. Structure becomes the foundation that allows complexity to function with clarity.
Systems are not imposed visually but developed logically. Through modular thinking and controlled variation, I build identities and experiences that can expand without losing coherence.