BLISHE DAWN is a young lifestyle cosmetic brand derived from the brand ‘BLISHE’ launched by actress Jeon In-hwa. While ‘BLISHE’ targeted women aged 40-50 with a focus on whitening and anti-aging products primarily sold through home shopping channels, BLISHE DAWN targets women aged 10-30 identifying itself as a brand that offers products for daily and approachable uses. With this in mind, the brand focusing on products like hand cream and body wash with added fragrances, available through Kakao Gift and their own online store. The name ‘Dawn’ was chosen to capture the deep and serene emotion unique to the early morning hours. The brand identity incorporates the feeling of a still dawn and twinkling stars in product design and scents. The mist and dimness of dawn are reflected in packaging materials and photoshoots, creating an impression of being veiled in a haze to deliver a consistent message.