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Chaereen Pak is a Korean-American designer based in Los Angeles who believes that everyone deserves good design. Her practice is focused on brand identity and creative direction rooted in meticulous research and cultural responsiveness.

“Good design creates space for beauty, dignity, and life to flourish—and we shouldn't think of that as a luxury.”




































BRANDS
CAMPAIGNS
PLAY
INFO
KOREAN AIR2024

Brand Design
Creative Strategy




COURSE

Capstone @ ACCD

INSTRUCTORS

Lauren Cantor
Susan Gornell
Gerardo Herrera
Charles Lin
Petrula Vrontrikis
In 2020, South Korea proposed a merger of their two largest airlines, Korean Air and Asiana Airlines, resulting in the former absorbing the latter to create one dominant flag-carrier. For my final Master’s capstone project, I refreshed their hypothetical post-merger brand strategy and design system. Airlines have the incredible opportunity to represent their country and people—something that most brands don’t ever get the chance to do.

All third party images, text, and logos are property of the respective rightsholders and used here as part of a student presentation for demonstration purposes only.













The updated logo melds modernity with elegance and seamlessly integrates the taegeuk, a concept derived from the Chinese yin and yang and the official symbol of South Korea’s national flag. It is also an ode to traditional Korean calligraphy. The typeface used and modified is Belda.

The monogram is used both as an icon and as a design element. It includes the taegeuk and the letter K’s wavy leg—a subtle nod to the phenomenon that is the Korean wave, or hallyu.
















Goryeo celadon is the influence behind the brand’s original, iconic sky blue color. This rebrand’s new minty hue denotes more fluidity between green and blue. This is a color that exudes radiant, restorative, and naturally cooling qualities. A gradient is spread across the livery design, evoking light’s dynamic movement on surfaces.













Deoksugung Palace
Cheongpeongsa Temple






Korean roof paintings, also known as dancheong, function to cover design defects and prevent cracks in wooden buildings. It is the inspiration behind the brand’s cloud pattern—a design element often used for graphic framing or integrated into physical products.









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