HEUB is a contemporary movement-wear brand developed as a final-year branding project by Yang Chaiwon. Inspired by the philosophy of Korean dance, the brand explores the concept of breath as the origin of movement—thus translated into a modern, versatile wardrobe that bridges performance, practice and everyday wear. Through a system of layering influenced by traditional hanbok, HEUB reinterprets cultural elements into a minimalist and adaptable design language for everyday movement. As creative director, Yang Chaiwon led the overall concept and visual direction of the project, developing the brand identity, campaign art book and website. She also directed and executed the design and production of the garments, as well as the visual outputs, ensuring a cohesive translation of the brand’s philosophy across all touch points.