Following the motto of “Fundamental Flow,” Aekyung introduce a series of products to fit each skin type, composed with a minimal number of natural ingredients. Conveying the meaning of refined ingredients, the designers chose diagonal lines and angles to draw associations with funnels and conical flasks. They expressed the combination of natural ingredients and urban use through the colors of stone white, warm gray, and moss green. The main feature “O” of the logo emphasizes the idea of flow and circulation.