Find crisp, clean and structural graphic design abound in the work of Eunsun Park

The Seoul-based graphic designer talks us through her latest branding project for the local store Isaid, featuring stark monochromes and text cut-outs.

12 January 2022

There is nothing more pleasantly simplistic than a solid piece of Swiss-inspired graphic design. In Eunsun Park’s latest project – a brand identity for Seoul-based store Isaid – the crisp and clean aesthetic of this style of design becomes paramount. Sharp, angular shapes and eye-catching cut-outs are paired with functional type, a minimalist colour palette and blocky text fragments; everything is carefully considered and synonymous with the tropes of Swiss design and, too, with Eunsun’s own particular visual language.

“I’m interested in graphic design that deals with pure typography inspired by Swiss design that’s very logical, modern and clear,” she tells It’s Nice That. “I was obsessed with that kind of study, which suits my life and design philosophy at the same time.” Eunsun grew up in Seoul and went on to pursue graphic design at Seoul University of Science in Technology. It was here that she developed the base of her skillset, understanding the methodology and tools needed to excel in her medium – not to mention expanding her knowledge of Swiss design and its impact on the industry. However, Eunsun always dreamt of heading overseas to learn more and widen her experiences. “Things changed after I met a professor in my senior year who has been teaching typography,” she explains. “It made me decide to go to a college overseas to learn design more deeply.” As such, Eunsun traversed to New York and enrolled in the School of Visual Arts (NYC) as a graphic design major in 2014, during which she absorbed himself in typography from the local scene and “sophisticated New York design aesthetics”. She graduated three years later and worked at a handful of small design studios before returning back to Seoul in 2018.


Eunsun Park: Isaid identity (Copyright © Isaid, 2021)

Throughout her career so far, Eunsun has worked across a plethora of projects from brand identities to web, graphic and printed design. Her client list boasts names like Herere Ceramics, Studio Table, Coalmine, Seoul Typography Biennale 2020, PJ Harvey plus many more. Most recently, she’s focused her attention on branding work in Seoul and across the seas, working to break the mould of “restrictive” and same-y brand design that Eunsun started noticing around her. So when the brief came in to design the identity for Isaid, it’s safe to say she was more than thrilled. “[The client] completely believed my taste in design, creativity and let me do whatever I wanted in terms of design and packaging,” she notes, pointing out how she designed around the budget when the packaging cost quite “a lot” to make – “I think our design tastes were on the same page and we were able to make this happen.”

With an aim to produce something atypical to the usual branding project, Eunsun had a few techniques up her sleeve to do so. Not only has she employed papers she’s never worked with before, this is also the first time she’s tried out this particular style and construction of packaging. The most noticeable element is the label branding, consciously placed to seal the packets of peanut cookies as well as in a more decorative manner across the bottle design. Within, the text is fragmented and the shape of the label follows suit; the brand’s name is emphasised in a large font, while further details like the ingredients and storage advice are explained across the remaining parts. Elsewhere, information leaflets are artfully placed across the store alongside its garments and products, displayed in a stark off-white tone and featuring a playful text cut out emphasising the Isaid name.

The finalised outcome for Isaid is wonderfully bold and minimalist. But despite being distinguished in its own right, it’s also the perfect accompaniment to Eunsun’s continuously expanding portfolio where bold and considered typefaces, structural posters and shapely identities take centre stage. “I hope my audience will respond to my work as if each project looks distinctive in the way it delivers each project’s message and wears my design colour,” she explains of how she hopes this project – and any project, for that matter – will be interpreted. “I’d say that will be the main goal!” Either way, Eunsun’s plans for the future will involve much of the same, but more so inclined towards her own personal ethos and hopes as a designer. “The response to my works have been mind-blowing, I’ve had lots of offers. But I would love to work with people who really know what they want and those who suit my design philosophy.”

GalleryEunsun Park: Isaid identity (Copyright © Isaid, 2021)

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Eunsun Park: Isaid identity (Copyright © Isaid, 2021)

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About the Author

Ayla Angelos

Ayla is a London-based freelance writer, editor and consultant specialising in art, photography, design and culture. After joining It’s Nice That in 2017 as editorial assistant, she was interim online editor in 2022/2023 and continues to work with us on a freelance basis. She has written for i-D, Dazed, AnOther, WePresent, Port, Elephant and more, and she is also the managing editor of design magazine Anima. 

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