What is the background of COSELL and the “TimeLink Gung” series?

Founded in 1993, COSELL is a visual design company that has carried out branding projects for government agencies and public institutions for over 30 years. In 2020, the company launched the upcycling brand “High&nd,” giving new life to surplus fabrics and defective materials by adding design value. The “TimeLink Gung” series is the company’s first postcard project based on this upcycling experience, combining the aesthetics of Korean palaces with the traditional beauty of saekdong.

What inspired the planning of the product, and what did you focus on most during the development process?

It all began with the question, “How great would it be if travelers could find reasonably priced and stylish souvenirs that carry the story of their destination?” The symbolic architectural beauty and traditional patterns of Gyeongbokgung, Deoksugung, and Changdeokgung Palaces were captured through concise line illustrations. Leftover fabric from the company’s saekdong bag production was upcycled to add zero-waste value. Emphasis was placed on achieving a balance of visual completeness and tactile appeal so that the postcards could also be used as framed decorative objects, not just as stationery.

What did you focus on most in terms of design?

We aimed to preserve the unique texture inherent in handcrafted production. The contrasting textures of paper and fabric were combined to create visual depth, while the obangsaek (the traditional five cardinal colors) patterns of saekdong were naturally aligned with each palace’s color concept. As a result, the postcards evolved beyond simple printed materials into “artwork-style postcards” where the aesthetics of cultural heritage and the formative beauty of upcycled design coexist.

What was the most challenging part of the production process?

Because all fabric selection and cutting are done manually due to the nature of upcycled products, the production costs were higher than those of printed postcards. However, we continuously worked to improve efficiency to keep the price at a level affordable for tourists. Even so, the process required the maker’s delicate sense and skilled technique to maintain the craftsmanship and tactile quality unique to handmade products.

What significance did this contest have for your brand’s growth?

The contest was more than just an award - it became an opportunity to clearly define the brand’s direction. Through consulting with distribution and branding experts, we were able to make tangible improvements in marketability, packaging, and marketing strategy. This experience later led to various new opportunities, including collaborations and sales channels such as museum gift shops, tourism fairs, and APEC pop-up stores. It served as an important turning point for the “High&nd” brand, confirming new possibilities in the field of upcycled K-goods.

What are your future plans and vision for the brand?

“TimeLink Gung” aims to grow into a sustainable cultural product rather than a one-time souvenir. The series will expand to include postcards, pouches, and small frames inspired by major cultural heritage sites across Korea, beginning with the upcoming Andong Hahoe Mask series. By actively incorporating upcycled materials, we plan to strengthen collaboration with local manufacturing partners and establish a regional production system that enables both eco-friendly practices and mutual growth with local communities.