A return (with revisions)

I wanted to expand upon the animations I created into a mock concept for what a ‘comeback’ would look like for NewJeans under their current circumstances.

My goal with this concept is to create an uneasy and emotionally charged reflection of NewJeans’ current circumstances, using the familiar language of K-pop merchandising and the culture around it.

The Logo

The logo draws from the group’s vowel-less abbreviation often used across their branding. However, I replaced the final “S” with a backwards “Z” to symbolize the group’s failed attempt to break away from their previous identity. The backwards “Z” is meant to feel taunting toward both the fans and the group itself.

The stars and flowers initially suggest a bright, exciting comeback, but instead act as a surface-level disguise
for the reality underneath, represented by swords piercing through the logo. Together, these visuals are intended to feel subtly unsettling: the flowers becoming funerary and the stars contributing to an uncanny sense of artificial optimism.

Jewel Case + CD

In K-pop, jewel cases are often viewed as cheap and impersonal. I chose to use only jewel cases for this concept: packaging that feels intentionally sparse, careless, and almost spiteful.

Rather than showcasing each member’s face, I obscured them behind the logo, pierced through with swords that pin them behind NewJeans as a brand. There are no individuals — only names.

The exterior of the booklet continues the narrative of a seemingly normal comeback, while the interior
is intended to unsettle through the members’ messages. The messages themselves are not real
(both literally and metaphorically) as they are heavily censored, with blurred words framed as
though they are simply part of the design.

The only genuine copy appears on the back cover in the form of the group’s statement message: carefully written and edited to project enthusiasm and an optimistic outlook for the future.