Crafted brand identity for a globally-targeted Korean dessert brand. Developed during my Master's thesis at Seoul National University, titled 'Modernizing Korean Folk Paintings for Hangwa: Beyond-Traditional Brand Design'. I explored updating Korean tradition's visual representation, focusing on Hangwa, an ancient and distinctive Korean dessert.

Client
Project created for Master’s Thesis at Seoul National University

Role
Lead Designer, writer and Researcher

Date
2017

Tools
InDesign
Illustrator
Photoshop

Deliverables
Brand Identity Design
Packaging Design

Team
Advisor: Kyungsun Kymn

Problem

Many Korean traditional brand identities merely scratch the surface of tradition's visual appeal. Traditional desserts like 'han-gwa' exhibit a repetitive, traditional pattern on large, uniform boxes. These desserts are often perceived as high-end gifts for formal occasions rather than accessible, everyday snacks.

Approach

My research into Korea's rich traditional art, particularly Folk Paintings, unveiled various subjects symbolizing traditional blessings. This brand aims to challenge the visual clichés of existing Hangwa brands, advocating for a fresh brand identity that transcends tradition while portraying Korean heritage in a modern, relatable manner.

Solution

Following extensive exploration, including the samples provided, I devised a name suitable for a global audience, easy to pronounce and remember. This was complemented by a straightforward logo featuring both Latin and Korean characters. Applications feature single-line illustrations of Folk Painting elements, establishing a connection to tradition while preserving a modern appeal.