Melanin Seoul
brand Id, Digital and Social Media
Melanin Seoul is a K-beauty skincare brand created to explore visual identity, social media strategy, and product launch design through a cohesive brand system. Centered around inclusive skincare and glow-driven rituals, the project combines branding, packaging, and digital storytelling to create a modern beauty experience.
Visual Identity
Melanin Seoul is a modern K-beauty skincare digital brand focused on glow-driven skincare for melanin-rich skin. The visual identity balances minimal Korean skincare aesthetics with warm, elevated branding to feel both clinical and inviting. The goal was to create a look that feels fresh, and encourages curiosity through education.
Social Media
Melanin Seoul’s social media presence was designed to bring the brand identity to life through educational skincare content, product storytelling, and elevated lifestyle visuals. The goal was to create a recognizable, informative, and visually cohesive brand presence.
Sunscreen Product Development
The hero product, Glass Glow Sunscreen, a hybrid SPF designed for daily wear with no white cast and a luminous finish, was developed as a speculative cosmetic brand extension of the digital brand. This part of the project included product naming, packaging design, dielines, box mockups, and launch visuals reflective of the Korean beauty market and the Melanin Seoul Brand.
Katie Mullen is a Boston-based marketer, designer, and writer passionate about storytelling in its various forms. She gravitates toward branding, visual identity, and editorial design along with campaign concepts, creative writing, and essays.
