DAAN, THE BRAND BOOK / Brand Book

Neo-Confucians, who were one of the most prevalent Korean, traditional philosophers, believed that all human beings are naturally good-hearted. The philosophers supposed that people's good minds are veiled, so they should rediscover these minds through four clues (Daan in Korean). Our brand, DAAN, helps people to rediscover their innate goodness by visually reminding the four clues. The brand book for DAAN depicts the clues by using semi-transparent tracing papers and Korean traditional ink spreading. For each of the clues, the brand book contains information about the product lines that help people to rediscover their innate goodness.