Product Launch
Campaign

Company Introduction: GRANHAND is a South Korean fragrance brand dedicated to formulating scents that seamlessly blend into daily life. Guided by the belief that fragrance is more than just a luxury used for special occasions, GRANHAND creates products that elevate everyday experiences, adding subtle beauty and comfort to regular routines.

Project Introduction: Rather than typical marketing or promotion, GRANHAND relies heavily on storytelling and design. Each scent created by GRANHAND is accompanied by a short, resonant, and warmly poetic story of the kind of everyday moment that embodies the feeling of it. The stories are often featured on product packaging, which is clean, elegant, and timeless by design.

Four years after the launch of hand wash in 2021, GRANHAND released the first edition of body wash in their classic and beloved fragrance, SUSIE SALMON. Working with a language barrier and no existing marketing materials from the company, I created new assets in English that reflect GRANHAND’s brand voice. I drew on GRANHAND’s presence in online journals—covering personal stories and artistic interests—along with the brand’s curated scent-inspired playlists and emphasis on in-store experience and design. Together, these touchpoints shaped how I developed materials that embodied the brand’s distinctive feel.

For this personal project, I particularly wanted to show that an email, commonly considered as a marketing material, can still be created thoughtfully to represent a company that typically avoids communication intending to advertise. Instead of writing copy that comes across as promotional, I intentionally wrote copy that reads simply and tells a short but warm story, drawing attention to the feelings and experiences associated with the product and brand.