Communication

HWARANG

Extra Form

Country	Korea
Year	2023
Award	WINNER
Affiliation	Sungshin Women University
Designer	Choi Hyewon
English	Silla made numerous jewelry using gold to the point that it was known as the "Golden land". The types of accessories are diverse and the amount is abundant. It is also famous for its outstanding workmanship compared to modern times. "HWARANG" is a jewelry brand reinterpreted in modern style of these colorful ornaments from the Silla period. The jewelry of HWARANG was produced in 3D graphics and the relics representing Silla were graphically represented in black and gold and expressed in the package. In addition, based on the slogan "Experience Silla with HWARANG," it aimed to remind consumers of Silla's jewelry and feel closer to it.
Native	신라는 ‘황금의 나라’로 알려질 정도로 금을 이용한 수많은 장신구들을 만들었다. 출토되는 장신구의 종류가 다양하고 양이 풍부할 뿐 아니라 세공 기법 또한 현대와 비교해도 뛰어난 것으로 유명하다. ‘HWARANG’은 이러한 신라시대의 화려한 장신구를 모던 스타일로 재해석한 주얼리 브랜드이다. 브랜드의 네임은 신라의 대표적인 민간 수양 단체인 ‘화랑’과 미술품을 전람하도록 만든 갤러리인 ‘화랑’이 동음이의어라는 점을 활용하여 만들어졌으며 갤러리에서 작품을 감상하듯 화랑의 주얼리를 감상했으면 하는 의미를 내포하고 있다. HWARANG의 주얼리들은 3D 그래픽으로 제작하여 입체적으로 디자인하였고 신라를 대표하는 유물들을 블랙과 골드로 그래픽화하여 패키지에 표현하였다. 또한 ‘주얼리로 신라를 말하다’라는 슬로건을 바탕으로 주얼리를 구매하는 소비자들이 신라의 장신구를 떠올리고 이를 보다 가깝게 느끼는 것을 목표로 하였다.
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