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VISUAL COMMUNICATION
PACKAGE 
NAMING


2023.02-06

ADOBE ILLUSTRATOR
ADOBE PHOTOSHOP
ADOBE INDESIGN 
PHOTOGRAPHY

CONTRIBUTION_100%

‘EX’PRESSION

: FINAL GRDUATE PROJECT FOR
BA DESIGN 2023, GOLDSMITHS, UNIVERSITY OF LONDON



︎︎︎ The Beginning of the Project: What Is Design?


The essence of design does not hinge solely on humans but on society, which encompasses an endless relationship with humans and 1’the Others’.

However, when we contemplate contemporary design, it often appears biased towards ‘humans’ itself. Accelerating materialism and market-driven economies, design has become increasingly focused on elements that prompt individuals to open their wallets and capture public attention.

It’s important to note that an overemphasis on human-centered design under capitalism fuels excessive competition and insatiable desires. Consequently, the essence of design is directed towards humans itself, and the meaning of design can be skewed towards the act of creation and its outcomes to emphasize the ‘visible world’.

In order for the essence of design to restore the balance between humans and ‘the Others’, our perspective should not only center on humans but also acknowledge ‘the Others’ which shape our entire society with us.

‘EX’PRESSION. The word ‘expression’ originally implies an appeal to the External.
How can design step towards not only ‘the Internal (our needs and desires)’ but also ‘the External (the Others)’?


1 In this project, ‘the Others (the External)’ is used as a philosophical term by Heidegger, representing the opposition to the self-identity (the Internal)





︎︎︎ EMPTeA means Can be Anything


In phenomenology, the world is perceived through ‘personal senses and experiences’, which is abundant, colourful, and accurate, rather than objective theory or explanation.

Tea is not simply just for drinking. The process of drinking tea accompanies a series of behaviours and experiences [such as brewing, removing the tea bag, smelling, and tasting], which stimulate our various sensory organs.

There are five types of tea with different colours, each type communicates ten different stories regarding the issue from its origin that we are indifferent and unaware of. While brewing the tea bag, audiences are encouraged to read the story written on the tea tags, and it completes the meaning of each story by changing its colour.

Audiences will visually experience the issues, and the following behaviours that stimulate our various senses become the personal experience which evoke further thoughts and personal meanings about the issues.

To sum up, this project would offer the audiences an opportunity that allows them to contemplate and perceive the outer world in more abundant and colourful manner through an everyday practice, rather than receiving unmeaningful static information or explanation. This set of tea serves as a medium that connects the audiences with the world, not just as tea.


fig1 The name is based on the homonyms of tea and empty, and the symbol Θ in the logo means ‘arbitrary value’ in mathematics to express the intention point of EMPTeA. Depending on the person, the audience  will have different personal experiences, meanings, and thoughts about the outer world.
fig1




In line with the theme ‘Appeal to the External’, all packages and tea bags are made of 100% eco-friendly and recyclable materials.



Each package addresses a specific social issue, encompassing a total of 10 distinct stories.
The content is presented in a diary format, featuring only indirect information like diaries, interviews, and narratives
so that the user can focus on their personal experiences as much as possible.







fig2
fig3

fig4

fig5

fig6

fig2 PU-ERH MIXED VINTAGE / Origin: China / Media Censorship   
fig3 ROSEHIP HIBISCUS / Origin: South Sudan / Religious Persecution
fig4 BUTTERFLY P FLOWER / Origin: South East Asia / Financial Crisis   
fig5 CREAMY MATCHA / Origin: Japan / Algal Bloom
fig6 PURE CHAMOMILE / Origin: Egypt / Desertification





Over two months, I experimented with and researched about 50 types of teas for the project.
During the exhibition, I personally crafted and distributed more than 240 tea bags, offering a firsthand experience to a wider audience.



“We Know Not Through Our Intellect But Through Our Experience.”

Maurice Merleau-Ponty, Phenomenology Of Perception


“Every Art Communicates Because It Expresses.
It Enables Us To Share Vividly And Deeply In Meanings
For Communication Is Not Announcing Things…
Communication Is The Process Of Creating Participation,
Of Making Common  What Had Been Isolated And Singular
The Conveyance Of Meaning Gives Body And Definiteness
To The Experience Of The One
Who Utters As Well As To That Of Those Who Listen.”

John Dewey, Art As Experience

     ︎ LATEST UPDATE. JUNE. FOURTH. TWO THOUSAND TWENTY THREE.

     ⓒ JIHUN LEE.  ALL PICTURES CANNOT BE COPIED WITHOUT PERMISSION.