I collaborated with a government organisation, independent luxury brands and corporate companies to create small-batch stationery. Each collaboration was designed to reflect the partner’s unique character while bringing the colours and visual language of GREETINGS FOLKs into the work.
Beyond cards, I also reinterpreted traditional objects such as bookmarks and books once used by Joseon scholars, taking each project from concept and design through to production.
Over 10 months, GREETINGS FOLKs grew from an idea into a stationery brand in the Korean market. It became an opportunity to bring my international perspective into a familiar cultural context and explore Korean culture through a contemporary brand.
As the brand grew, I received collaboration enquiries from various clients and was invited to meet customers through pop-ups in Seoul. The brand also expanded beyond stationery into new ways of connecting with customers.
For me, GREETINGS FOLKs became more than a stationery brand. It showed me how culture, design and customer response could shape a brand in the real world.
GREETINGS FOLKs is now archived at the request of its customers, remaining online as an archive of its work and stories.
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An analogue and digital side project with London-based UI/UX designer Sohoum.
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