87MM Brand Story Book Design

Embedded within Sunghoon Kim's brand story book design operates a sophisticated system of symbolic communication where chromatic choice material treatment and typographic declaration converge to articulate brand philosophy through visual and verbal means, the verdant mint green carries associations of freshness growth new beginnings and contemporary forward-thinking positioning the brand within connotations of vitality and creative renewal while departing from traditional fashion industry blacks and neutrals to assert distinctive chromatic territory, the interplay between embossed and printed typography creates meaningful hierarchy where bold declarations command attention as public proclamations while subtle dimensional impressions reward closer inspection suggesting layered meaning and the value of attentive engagement, the phrases themselves function as brand mantras establishing creative philosophy through repetition that transforms individual statements into accumulated doctrine, the deliberate casualness of the scattered arrangement suggests accessibility anti-preciousness and living document status positioning the publication as working reference rather than untouchable artifact, multiplicity of identical volumes creates visual abundance suggesting generosity of ideas and democratic distribution of creative thinking, the monochromatic discipline demonstrates confident restraint suggesting brand maturity and resistance to visual noise while the high contrast black typography asserts clarity and directness of communication, materially the matte paper and dimensional printing techniques speak to tactile values and the enduring significance of physical objects in digital contexts celebrating craft printing heritage and the sensory pleasures of quality publication, compositionally the overlapping arrangement creates visual conversation between copies suggesting community dialogue and the building of collective meaning through shared creative philosophy.

87MM is a representative fashion brand in Korea that creates everyday culture through sense and wit. Since its launch in 2011, it has been designed to tell the story of the past decade to the 87MM-loving public through Moment by Moment, We Say No Concept But Good Sense, a brand with 10 years of records. This will serve to communicate more closely with the young Korean public who like 87MM and are enthusiastic about it through the story of two founders as well as the 87MM brand story.