Chok
Chok

Between tradition and trend: how to create a brand that shines and connects emotionally

In the world of skincare, many brands prioritize function over emotion. Personal care routines had become cold, predictable… and sometimes, boring.

We wanted to change that. We dreamed of a brand that not only hydrated the skin, but also uplifted the spirit. A brand that would resonate with those who love Korean culture, K-pop, Kawaii aesthetics, and beauty rituals as a form of self-expression.

That’s how the desire to rebrand Chok Chok was born not just as another K-beauty shop, but as an immersive experience through every product. A bridge between tradition and trend, between ancestral Korea and the pop culture of the ’90s that many of us grew up with.

Chok Chok: more than beauty, an experience that embraces you

The challenge was to create a visual identity that blended the richness of Korean skincare culture with a graphic language that felt emotional, playful, and contemporary. We wanted to build a system that would embrace its community like a best friend: close, fun, and vibrant.

We achieved this through the creation of expressive, empathetic character design, radiant messages that make you smile, and a voice that refreshes. Every graphic decision was made with equal parts respect and creativity, steering away from clichés and always prioritizing the brand’s authenticity.

Today, Chok Chok returns to the market transformed not just as another beauty brand, but as a new way to experience personal care.

Because taking care of your skin with Chok Chok also means taking care of your mood. It’s an experience that not only hydrates you it makes you want to sing in the mirror, play with your reflection, and celebrate exactly who you are.

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