The Rawlayer project was developed under the condition of launching the brand within a limited budget, making it essential to design a cost-efficient structure across the entire design and content production process.
In this context, the use of AI was not a simple experiment driven by trend, but a practical and strategic decision to improve production efficiency while maintaining a high level of visual quality. Through this approach, the project aimed to maximize the brand’s expressive potential despite limited resources.

Rawlayer is a skincare brand launched with women in their 30s and 40s as its core target audience.
Centered around products that deliver a subtle, natural glow to the skin this project explored how the brand could establish a distinct visual perspective and build a differentiated image within the highly competitive beauty market.

Rather than pursuing a youthful or trend-driven visual aesthetic, Rawlayer aimed to establish a visual language grounded in a classic mood, while still expressing the brand’s own sharp and distinctive sensibility.
Instead of relying on immediately eye-catching imagery, the visual direction was designed to gradually draw attention—
revealing the brand’s identity more clearly the longer one looks and ultimately creating a differentiated impression unique to Rawlayer.

By incorporating the slogan as a key visual component, the graphic direction was developed to feel understated yet confident—simple in form, with a subtle boldness that reinforces the brand’s presence.

In order to articulate Rawlayer’s brand identity, it was essential to establish a clear and recognizable visual language.
The concept of “Pearl Glow” was defined as a core visual keyword and applied across skin expression and key visual graphics, allowing the brand to build a consistent and distinctive visual story.

“Pearl Glow”

I led and developed all design components of this project, from the typography used in the product naming
to AI-generated key visuals and their application across the packaging design.

Instead of emphasizing visually elaborate graphics or dense layouts the design direction prioritized simplicity and spatial balance, using generous white space to create a classic, restrained, and enduring brand impression.

The Rawlayer project began under realistic conditions—launching a brand within limited budgets and resources, rather than in an ideal environment. As a result, it became crucial to make careful decisions throughout the design and content production process, determining what to add, what to remove, and which brand principles had to be preserved without compromise.

In this context, AI was not used as a simple cost-cutting alternative, but as a practical and rational production tool that allowed the brand to maintain a high level of visual quality despite these constraints.
While AI was actively leveraged in areas where repetition and structural logic were effective, the brand’s tone, sensibility, and final aesthetic decisions were intentionally retained as the responsibility of the designer.

As a result, Rawlayer was able to establish a cohesive visual language that avoids short-term, attention-driven imagery in favor of a classic foundation paired with a sharp and distinctive brand sensibility. Centered around the visual keyword “Pearl Glow,” the project delivered a connected image system spanning from key visuals to packaging,
achieving a clear and recognizable brand identity even within limited conditions.