A modern alchemist in Seoul named Ae Extracts creates small packages of aromas that bring a sense of peace. She sees her work in the laboratory as a form of modern alchemy. Her company launches a 2014 spring aroma collection with a logo and branding that references the four elements of Western and Eastern alchemy. The collection is promoted through various channels in Seoul.

1. IDA KYMMER VISUAL PORTFOLIO
CREATIVE DIRECTION . LOGO DESIGN . COPYWRITING
BRAND IDENTITY . GRAPHIC DESIGN . SPACE DESIGN
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2. The alchemists’ medieval Europe. The first weeping
willow arrives from North East Asia along the silk
road and the Eastern and Western alchemy
connects. Far, far later, when the silk road and
alchemy are nothing else than mere stories in our
cultural memories, a aroma designer, named after
the very weeping willow connecting the continents,
starts an aroma laboratory in Seoul, South Korea,
with the vision to bring small packages of that
peace sitting under a weeping willow brings into the
extreme confirmed and stressed society.
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Her name and her work in her laboratory makes it
impossible for me to see her as nothing else than a
modern alchemist. And so, the work kicks off. It
starts with the designing of her booth at a trade fair,
and turns into the idea of just as fashion has
collections, create collections for her aromas.
AE EXTRACTS!
Drawing from the traditional Korean characters of
willow, instinct, aroma and arrow the logo for the
SS 2014 aroma collection campaign is born, and so
is the name, Ae Extracts, referring to the fifth
element. Pieces of the logo get deconstructed into
symbols of each element labeled with the modern
names of the elements, and used on trade shows
and at pop-up stores for further experimentation
and direct customization of each client’s needs.
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Concept, logo, copywriting, colour, trade show
booth, collection video, art direction and
curation of pop-up store.
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Seoul, South Korea.
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3. A modern alchemist laboratory
creating small packages of alchemist spells.
AE EXTRACTS
CONCEPT
CLIENT: Sali x Labo! PROJECT: SS 2014 Aroma Collection
NAME & SLOGAN
MAIN LOGO SUB LOGOS
TYPOGRAPHY COLOUR
LIQUIDGAS PLASMA SOLID
FOUNDATION SANS ULTRA LIGHT
Sali X Labo’s main font:
Like alchemist spells of nature made in modern,
urban laboratory, the SS 2014 Aroma Collection
Ae Extracts brings together the four elements of
Western and Eastern alchemy in a modern way.
CHANNELS: trade show, web, product package, flyers, posters, pop-up store, campaign video, retailers
LOCATION: Seoul, South Korea

11. ae extracts
2013.11.22 ( ) OPEN 5pm | 7:30pm | ft. 9:30pm | ( )
INVITATION
ss 2014 collection
LAUNCHING EVENT

16. Full video at
vimeo.com/81086721

17. The instance of the in-between. The opposite
directions of gravity. The acceleration of altitude.
The vertical hovering. The lingering of density. The
encounter with triggering buzz. The merging of
relativity. The widening of the perceivable. The
expansion inside the marrow. The implosion of
moments. The approach to dynamic soaring. The
presence of the total.
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As an opening performance for the Showcase
Reboot Vol. 24, I wanted to deliver the feeling of a
take-off. Not as in the poetic or emotional sense,
but a portray of the physical laws in place when a
body frees itself from its capture of gravity.
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V1R2!
The opening performance integrated music, sound,
choreography, fashion design, all created unique for
the performance.
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Platoon Kunsthalle Seoul, May 2013. Concept,
stage design, creative direction, music.
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Teaser at vimeo.com/66295236

23. The cross-disciplinary company Evonas, founded
on the belief that being alive equals a responsibility
to improve the world we live in and that the
aesthetics used in our public spaces is a far to
unexplored way to do so.
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The name itself is deviated from the Bosnian
expression Evo nas, meaning Here we are and used
to proclaim a state of joyfulness in being exactly
where you are and with whom you are, a sort of
togetherness without exclusion.
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EVONAS!
The logo is drawn out of the e and the n of this
expression, forming the word en, in Swedish
carrying the meaning of one, and in Japanese
connection, relationship or tie.
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Identity including logo, printables, copywriting

24. Defined to be limitless.
Evonas
CONCEPT
CLIENT: Evonas PROJECT: Evonas Visual Identity
NAME & SLOGAN
LOGO
TYPOGRAPHY
COLOUR
CARDO paragraphs.
OPTIMA for headlines and titles.
Obsessive.
Evonas believes that when substance and
responsibility meets beauty and innovation,
aesthetics has the power to transform the world.
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Transcending.
Every action taken and every word spoken carry
responsibility for the the world. To safeguard this
understanding, we constantly move between
horizontal and vertical layers with ease, without
and physical or mental borders. We are constantly
developing, digging deeper, going further,
expanding wider.
The system of Evonas is built on flexibility and
stability, on individuals and community, on trust,
freedom and space for ideas to grow and develop.
Since the world is our responsibility, the
location of the company is mental, not physical.
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Stunning.
Evonas works from concept to content, always
creating products that have public impact.
Fashion editorials and text contents for web and
publications, interiors in hotels and public spaces
such as contents for media installations,
advertisements and campaigns in the city, shows
in clubs, short and long film productions, sound
design for film and stage.
The common denominators are the aesthicts
and the depth, not the tool used.
CHANELS: Web, printables, presentations

27. Evonas
Nonhyeon-dong 173-22, 501
Gangnam-gu
Seoul
South Korea
Description Quantity Unit Price Cost
Models/Dancers
Monika 5 5 000 000 25 000 000
Nas 1 1 000 000 1 000 000
Madeline 1 1 000 000 1 000 000
Katrina 1 4 000 000 4 000 000
Avril 2 3 000 000 6 000 000
Wardrobe/Makeup/Hair
Stylist 5 500 000 2 500 000
Make-up artist 5 500 000 2 500 000
Photography team
Director 1 2 100 000 2 100 000
Light 1 300 000 300 000
Retouch 1 500 000 500 000
Studio rental 1 600 000 600 000
Audition studio rental 1 500 000 500 000
Subtotal 46 000 000
Discount offer 6 500 000
39 500 000
VAT 0,10 3 950 000
Total 43 450 000
Dexter
Munbaldong 536-1
Paju-si
Gyeong-ido
South Korea
Project name: SLS production
Invoice nr: 01
Invoice date: 20140410
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Cider of Sweden
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Proposal #2

28. A Swedish Cider, based on the long traditions but
packaged in a modern way to be able to work across
continents, with the founders themselves both
being based in Asia.
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A brand that expressed modernity, playfulness, and
at the same time the bold simplicity of language
barriers.
HIMLA!
As part as a first stage branding process, visuals for
presentation for potential investors and buyers.
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Logo, concept and label design.

30. It starts from the inside, the need of something so
simple, something so basic, as human touch. Then
suddenly, that need finds a counterpart, and gets
exchanged. The space that before looked to sterile,
so gray, is turned into a space for giving and
receiving, for sharing, And then, just as unexpected
as it started, it’s over and the space is left with the
memory of the touch.
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The public space in Seoul is shaped by the heavy
work load and societal stress, leaving human touch
being something mainly sexualized.
PUBLIC CONTACT!
Out of this the question arrived how basic human
need of touch could be brought into the public
space without being something sexualized.
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Concept, creative direction, choreography.
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Seoul Metro, POSCO Centre, Myeondong
Theater Outdoor Stage. SIDance 2012, Seoul,
South Korea.

37. What if we defined ourselves undefined? What if we
forget the hype of places and accepted the current
state as the most attractive? What if we lived
according to our own relative time, instead of the
one enforced by the society?
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Notime was created as an attempt to define the
undefined in response to the stress most modern
young people meet in South Korea today, and
encourage to take ownership of their own lives.
NOTIME!
Concept, copywriting, photography, graphic
design.
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Published in Yiri Magazine 2011, Seoul, South
Korea.
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