Excerpts of a Yonhap News article published February 1st, 2019
Written by Lee Eun Jung
Professional branding company Husky Fox’s joint representative Lee Doo Hwi (35) gave credit to BTS for being nominated for ‘Best Recording Package’ at the 61st Grammy Awards which are to be held in Los Angeles’ Staples Centre on the coming 10th.
Husky Fox designed the packaging of BTS’ Love Yourself 承 HER, 轉 Tear, and 結 Answer which includes the album packet, CD, and photobook.
Husky Fox was introduced to the global market through the nomination of Love Yourself 轉 Tear, the first album in Korean pop history to rise to 1st on the Billboard charts.
BTS’ Love Yourself album series presented through the four compositional steps of Ki (Introduction), Seung (Development), Jeon (Turn), Gyeol (Conclusion) develops the message of the fluttery feelings of love, the pain of farewell when faced with a fake love, and the resulting realisation that loving one’s self is the key to all love. This process of love was signified on the album covers through the flowering and fading of flowers.
Wonder, which was only showcased through a music video, was embodied in the image of a flower bud before bloom, Her through a flower fully bloomed, Tear through a flower’s falling petals, and Answer through the remaining petals in the shape of a heart.
Matching the continuity of the storytelling, the artwork on the album cover also gave a sense of enjoyment through the manner in which the albums were to be collected and connected like a puzzle.
“The metaphor of a flower, and of the art being connected in the way of love’s emotions, were ideas suggested Big Hit. We considered it deeply, for we needed a graphic and minimal design that would represent the implicative metaphor that bound the message together. We also needed a strategic approach to connect the 12 albums. We drafted various designs and colours in response to Big Hit’s direction.”
This is the first time Husky Fox has designed albums. For the Love Yourself series, four of the seven employees, including Representative Lee, took part. Lee explained that “since it was our first work, we did not know the existing rules”; that while there are characterised methods for each field, they were not well acquainted with them, and they purposefully did not try to follow some formula.
“In particular”, he continued, “album work had a different side to it. As there were a large number of fans waiting for its release, there was a burdensome sense of responsibility that we had to deliver a good design that met their expectations. However, when BTS’ album reached 1st on the Billboard Charts, we felt warm knowing we had taken part in such a project.”
“For a year, I only listened to BTS’ music”; “I constantly played their previous albums from their debut album as I worked, and so it’s to the point I can memorise them all. The music was good, and watching the members’ activity on social media, I recognised their charm and so I also became a fan”.
“We have received interest from the designing world, and so it would be too greedy to expect a win. It is enough of an honour to have met BTS and become a nominee.”
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