JONGGA - KIMCHI BLAST SEOUL 2023

Brand Identity

"Kimchi Blast Seoul 2023" is a project to showcase the newness and possibilities of kimchi through the unique interpretation of kimchi, presented by a kimchi brand JONGGA. Kimchi, a Korean staple, has seen a decline in interest and demand among young people. To address this, we introduced the concept of "deconstructionism" to the brand. The hexagonal brand pattern, which symbolizes the essence of kimchi, is "deconstructed and reconstructed" into various shapes that express an exciting and playful mood, providing a multi-sensory experience across products, packaging, and spaces.