We developed a new identity for CGS, artist Cho Gi-Seok’s fragrance brand, as it became FLOWER IN THE ASHES. The new name was inspired by the aftermath of a fire in his studio, where floral objects were left charred and covered in ash. We sought to reflect this dusty, somber atmosphere in the logotype and symbol. A minimal identity and packaging contrast with the ornate products, lending the brand a sense of weight.