Project Overview

Concept Launch Video

This project is a visual exploration of ARIH’s concept of the “in-between”. ARIH is a modern Korean lifestyle and wellness brand centered for Western-Korean fusion noodles and new age beverages. Drawing from the brand’s philosophy of balance between tradition and the contemporary, I explored how transitional moments in everyday life can be translated into a visual system.

Gradients were used to represent these shifting states, moments of light, color, and perception that exist between defined experiences. The system was applied across multiple formats including out-of-home, packaging, and merchandise, maintaining consistency while adapting to different contexts.

Keywords- Balance, In-between, Rhythm, Slow, Pause, Harmony, Happiness