GREETINGS FOLKs means ‘Greetings folks’ and ‘Greetings folklore’. Lowercase ‘s’ makes a connection between these meanings.
The tiger comes from the Korean folk painting ‘Hojakdo’ (Tiger and Magpie). Tigers have long been familiar and friendly figures in Korean culture. They appeared in folk paintings in the past and can still be found today on street signs and as character figures. The two tigers represent past and present, heritage and modernity, and my life between England and Korea.
<Original Sijeonji from the collection of the National Museum of Korea>
<GREETINGS FOLKs’s modern sijeonji with magpie>
GREETINGS FOLKs began with Sijeonji — letter paper used during the Joseon Dynasty to share heartfelt words with family, friends and loved ones.
Sijeonji came with colourful illustrations and symbols. Each one carried a meaning and a wish for good fortune. We extended this idea into Korean folk paintings, where familiar images also carry wishes for happiness and joy.
This idea is presented on the stationery products and brand identity.
Each piece of GREETINGS FOLKs stationery was inspired by Minhwa paintings with beautiful meanings.
The artworks were painted by hand, using colour pigments and carefully building up layers of colour. Hand-stamped details and individually handmade envelopes added a personal touch to each piece.
I brought the idea of bojagi into a modern envelope, reinterpreting its purpose of wrapping and protecting precious things through different materials. Ramie-textured paper, stone-like paper, traditional hanji and silk lining bring the past into a modern form.
The artworks were painted by hand, using colour pigments and carefully building up layers of colour. Hand-stamped details and individually handmade envelopes added a personal touch to each piece.
I brought the idea of bojagi into a modern envelope, reinterpreting its purpose of wrapping and protecting precious things through different materials. Ramie-textured paper, stone-like paper, traditional hanji and silk lining bring the past into a modern form.