Overview
Commissioned by Ottogi to create 12 monthly illustrations for their 2022 brand calendar. Each piece translated Korean folk art traditions into a modern commercial visual language — designed for print on Hanji, traditional Korean mulberry paper.
Role
Freelance Illustrator
collaborated directly with the brand from concept to final print production.
collaborated directly with the brand from concept to final print production.
1. Concept & Visual Direction
- Drew from traditional Korean folk art (민화) as the primary visual reference
- Developed a consistent illustration style adaptable across 12 months and seasonal themes
- Balanced cultural authenticity with Ottogi's approachable, everyday brand tone
→ Established a cohesive visual system across a full year of brand content.
2. Production & Print Considerations
- Adapted color palette and texture to suit Hanji paper's absorbency and tone
- Ensured illustration consistency across all months while allowing seasonal variation
- Delivered print-ready files meeting commercial production requirements
→ Delivered 12 illustrations optimized for heritage-inspired commercial print.
3. Brand Alignment
- Highlighted Ottogi's product lineup within each seasonal narrative
- Reinforced brand image through culturally resonant visuals
- Created assets suitable for long-term brand use
→ Strengthened Ottogi's brand identity through illustration rooted in Korean cultural heritage.
