New York–based designers Hyunji Jun and Yoon Bee Baek deliver a vision of sustainability through branding.
Cellsense, a biomaterial company developing next-generation solutions for sustainable fashion, has unveiled a new brand identity system. The company creates biodegradable embellishments made from algae and regenerated cellulose, offering an ethical alternative to conventional microplastic-based decorations.
This branding project goes beyond visual aesthetics—it translates Cellsense’s ecological philosophy into a cohesive visual language. Grounded in the concept of “Living Matter,” the identity system visually expresses the product’s biodegradable life cycle. The logo, carefully sculpted with delicate curves, conveys the brand’s sense of purpose, innovation, and compassion in a refined form.
The project was led by Hyunji Jun and Yoon Bee Baek, two New York–based designers and alumni of the MFA Design program at the School of Visual Arts (SVA). Sharing a strong commitment to sustainable design and systems thinking, they collaborated closely to craft a brand that reflects both innovation and environmental dedication.
“Cellsense represents a new generation of material innovation,” says Jun. “Designing its identity allowed us to express the company’s environmental values through a visual system that feels alive and intentional.”
Hyunji Jun has been recognized by the International Design Awards (IDA) and the Creative Communication Award (C2A), and is the creator of Othermatter, a thesis project and digital platform introducing sustainable biomaterials to fashion designers.
Yoon Bee Baek is a designer guided by a deep interest in culture, history, and education. She has worked across global advertising agencies and has received recognition from the Red Dot Design Award and Communication Arts.
Learn more about Hyunji Jun’s work at hyunjijun.cargo.site
Article by: Ethan Sun