hyuna nam
(01) Brand  DesignBeauty - Skincare
2018


SKIN1004 is an award-winning hypoallergenic & natural skincare brand from Korea. With a focus on high-quality ingredients, the brand emphasizes effective skincare solutions. The brand's most popular line features Centella harvested from Madagascar, a unique ingredient that underscores its identity as a local, natural skincare brand. This distinctive sourcing not only highlights the efficacy of naturally-derived ingredients but also forms the cornerstone of its authentic brand story.


What needed to change?
Skin1004, known for its reasonably priced, gentle, and natural cosmetics, struggled with customer engagement due to an underdeveloped brand story and design relative to its product quality. In particular, customers were more familiar with the product name than the brand itself, making rebranding efforts urgently necessary.

Original Design


How did I reimagine it?To strengthen brand identity, I led the development of a new logo and packaging system, incorporating a seal-like symbol to convey the brand’s natural and authentic essence. Additionally, I implemented a bold label system that emphasized Centella, the brand’s key ingredient, ensuring visual consistency across all product lines.






Mood Board


What ongoing impact has this had?The rebranding effort successfully positioned Skin1004 as a nature-driven skincare brand, improving brand recognition and customer engagement. The newly designed packaging system contributed to increased sales and a growing presence in the North American market, where the Centella cosmetics segment reached a market size of USD 197.2 million in 2024.

The brand’s growing visibility is also evident in recent large-scale brand activations across New York City — including truck pop-ups, subway advertising, and Times Square digital billboards. These executions show how the visual system extended beyond packaging into spatial and environmental brand experiences, reinforcing Skin1004’s presence in one of the world’s most competitive beauty markets.
















■ Client: Skin1004, Seoul, Korea

■ Credit
- Creative Director: Jeyoun Lee
- Director: Bobae Kim
- Strategist: Yeri Hong
- Lead Designer: Hyuna Nam
- Designer: Eunyoo Moon ■ This Project was created  during my tenure at Eggplant Factory for Skin1004.

■ Photo is property of Skin1004.
■ Used for portfolio demonstration purposes only.

©Hyuna Nam 2026