THE WHOO Brand Book, created as part of the brand’s renewal, tells the history of THE WHOO through the lens of the long-studied science of traditional Korean herbal medicine. This book presents THE WHOO’s historical roots through striking, contemporary imagery, making them compelling to an audience. Additionally, specially selected materials, such as Hanji (traditional Korean paper) and classic binding techniques, are used to enhance the brand’s luxurious Asian identity. The outer case comes in two versions, black and white, symbolizing yin and yang, and embodies the core values of the brand by emphasizing the harmony and balance of Eastern aesthetics.