Chasin’ Rabbits
A vegan skincare brand built from nothing — ethos, packaging, casting, campaign, launch.무에서 만든 비건 스킨케어 브랜드. 철학부터 런칭까지.
- Client
- IT’S HANBUL
- Location
- Seoul, Korea
- Year
- 2020–2022
- Role
- Creative Director
- Scope
- Brand creation, packaging, casting, photography, film, UI/UX, campaign
The target was redefined — not ‘vegan consumers’ but ‘people with their own standards’ — so the brand sold an attitude rather than a category.
Responsibilities were total: brand making, packaging, casting, directing the shoot, marketing strategy. One campaign film ran at Gangnam Station.
타겟을 ‘비건 소비자’가 아니라 ‘자기 기준이 뚜렷한 소비자’로 재정의해, 카테고리가 아닌 태도를 파는 브랜드로 포지셔닝했습니다.
브랜드 메이킹, 패키지, 모델 캐스팅, 촬영 디렉팅, 마케팅 전략까지 전부. 캠페인 영상은 강남역에서 상영됐습니다.
Selected photographs taken and edited by Ahran Won.일부 사진 촬영·보정 원아란.
A brand from a blank page, all the way to market.백지에서 시장까지.