JOIN OUR NEWSLETTER
Subscribe to our newsletter to stay informed
about our latest work and studio news. As well as
information on current positions and internships.
Share +
2021.09
OTTOGI GIFT SET
오뚜기 선물세트
-
CLIENT
(주)오뚜기
-
INDUSTRY
F&B -
SERVICE
Creative Strategy ,
Packaging ,
Graphic
-
THE CLIENT
클라이언트
Ottogi is a company that has built trust with customers with its high-quality products for a long time and is recognized for its friendly image to customers with the signature color, yellow, and the symbolic character. We wanted to build the PREMIUM GIFTING EXPERIENCE unique to Ottogi that matches the company's positive image and contains the specialness of Korea's unique holiday gift sets.
오뚜기는 오랜 기간 좋은 품질의 제품으로 고객들과 신뢰감을 쌓아왔으며 오뚜기의 시그니처 컬러인 옐로우와 오뚜기 심볼 캐릭터로 고객들에게 친근한 이미지로 인식되고 있는 기업입니다. 이런 기업의 긍정적인 이미지와 어울리며 한국 고유의 명절 선물세트의 특수성을 담은 오뚜기만의 PREMIUM GIFTING EXPERIENCE를 구축하고자 합니다.
-
THE OBJECTIVE
목적
We wanted to express the needs of consumers who wish to meet up with those who are precious to them and express their feelings with a gift in a premium holiday gift set that captures Korea's unique traditional beauty. We wanted to build a layout system that matches the existing identity of Ottogi and enables smooth visual communication with customers. Also, we intended to deliver Ottogi's unique PREMIUM GIFTING EXPERIENCE to consumers by developing a modern graphic theme and a calm color system.
소중한 사람들과 모여 서로의 마음을 선물로 표현하고자 하는 소비자들의 니즈를 한국 고유의 전통미가 담긴 프리미엄한 명절 선물세트로 표현하고자 하였습니다. 기존의 오뚜기 아이덴티티와 어울리며 고객들과 시각적 커뮤니케이션이 원활하게 가능한 레이아웃 시스템을 구축하고자 하였습니다. 또한 모던한 그래픽 모티브와 차분한 컬러 시스템을 구축하여 소비자들에게 오뚜기 고유의 프리미엄한 GIFTING EXPERIENCE를 전달하는 것을 목표로 작업을 진행하였습니다.
-
THE SOLUTION
해결방안
We set the direction based on the positioning of the existing Ottogi gift sets and the analysis of competitors. We composed a soft color scheme that balances with and redounds to Ottogi's main color system and developed a package layout system that enables effective visual communication. Also, we visualized the uniqueness of the holiday through the graphic motifs that are reinterpreted in a modern sense based on the inspiration from Korean materials. We developed the design by deriving the concept, ‘ADD OUR AUTHENTIC MIND’ and ‘A Bountiful Holiday, Adding a Table Full of Heart,’ and the keywords, 'MODERN / PREMIUM / AUTHENTIC.' We reinterpreted the curved line of soban (small table), carefully prepared and served to loved ones, in a minimal and modern sense and developed a unique pattern based on the inspiration from the elegant texture of yugi (bronzeware), which contained food abundantly, to visualize a premium mood. Also, we reinterpreted the five colors used in traditional dishes with calm and modern colors to establish a visual system for Ottogi's unique premium gift set package for customers as a genuine Korean classic holiday gift set.
기존의 오뚜기 선물세트의 상황 및 경쟁사 분석과 포지셔닝으로 나아가고자 하는 방향성을 설정하였습니다. 오뚜기의 메인 컬러 시스템과 조화를 이루며 더욱 돋보이게 해주는 부드러운 컬러스킴 구성과 효과적인 시각적 커뮤니케이션이 가능한 패키지 레이아웃 시스템을 구축하고 한국적인 소재에서 영감을 받아 모던하게 재해석한 그래픽 모티브를 통해 고유 명절의 특수성을 시각화하였습니다. ‘ADD OUR AUTHENTIC MIND’ ‘풍성한 명절, 한 상 가득 마음을 더하다’라는 콘셉트와 MODERN / PREMIUM / AUTHENTIC이라는 키워드를 도출하여 디자인을 진행하였습니다. 정성스럽게 음식을 차려 소중한 사람에게 대접했던 소반의 곡선 라인을 미니멀하고 모던하게 재해석하고 풍성하게 음식을 담았던 고급스러운 유기의 텍스처에서 영감을 받아 고유의 패턴을 개발하여 프리미엄한 무드를 시각화하였습니다. 또한 전통 음식에서 사용되었던 오방색을 차분하고 현대적인 컬러로 재해석하여 진정성 있는 한국 고유 대명절 선물세트로 고객들에게 오뚜기만의 차별화된 프리미엄 선물세트 패키지 비주얼 시스템을 구축하였습니다.
MIINSILOK
Creative Strategy / Branding(BI) / Verbal Identity / Packaging
SHINHANCARD SOL TRAVEL
Creative Strategy / Graphic / Photography Direction
SHIHYO
Creative Strategy / Packaging / Application
ARTPOINT
Creative Strategy / Branding(CI) / Verbal Identity
STUDIO EON
Creative Strategy / Branding(CI) / Verbal Identity
TAXBACK
Creative Strategy / Branding(CI) / Verbal Identity / Web(UI)
KLEANICURE
Creative Strategy / Branding(BI) / Packaging
O'2ND
Creative Strategy / Branding (BI) / Verbal Identity
I'm eco
Creative Strategy / Packaging
TEAZEN Kombucha Sparkling Tea
Creative Strategy / Branding(BI) / Packaging
SHINHANCARD SOL TRAVEL #02
Creative Strategy / Graphic / Photography Direction
MINGLO
Creative Strategy / Branding(BI) / Verbal Identity
LEONE CONSULTING GROUP
Creative Strategy / Branding(CI) / Verbal Identity / Web(UX&UI)
LEONE WEBSITE
Creative Strategy / Web(UX&UI)
HOLLYS JAPAN
Creative Strategy / Editorial / Graphic
AEROTITAN
Creative Strategy / Branding(BI) / Verbal Identity
TEAZEN Kombucha
Creative Strategy / Branding(BI) / Packaging
Amway Limetree Tea Collection
Creative Strategy / Packaging
BERRY BLUSH
Creative Strategy / Branding(BI) / Packaging
Seoltab
Creative Strategy / Branding(BI)
IROE Juice
Creative Strategy / Branding(BI) / Verbal Identity / Packaging
ON PRISM
Creative Strategy / Branding(BI) / Verbal Identity
K-DESIGN AWARD YEAR BOOK
Creative Strategy / Editorial
HJ CRUISE & HJ MARINA
Creative Strategy / Branding(BI) / Verbal Identity
THE CHEF'S TABLE
Creative Strategy / Branding(BI) / Verbal Identity / Signage
pigeon
Creative Strategy / Branding(BI) / Packaging
ATHERTON
Creative Strategy / Branding (BI) / Verbal Identity
YNL Design Website Renewal
Creative Strategy / Verbal Identity / Web(UX&UI)
RayZir FS
Creative Strategy / Packaging
YNL Design
Creative Strategy / Branding(CI) / Verbal Identity / Web(UX&UI)
ORVIS
Creative Strategy / Branding(BI)
Mobil 1
Creative Strategy / Branding(CI) / Verbal Identity / Editorial / Graphic / Signage
IROE
Creative Strategy / Branding(BI) / Verbal Identity / Packaging
HJ MARINA CAFE
Creative Strategy / Branding(BI) / Verbal Identity / Packaging
AU CALM THE TERRACE
Creative Strategy / Verbal Identity / Branding (BI)
LOTTE HIMART MEGASTORE
Creative Strategy / Branding(BI) / Verbal Identity / Signage
SCOTT
Creative Strategy / Packaging
Stilla Plastic Surgery & Anti-Aging
Creative Strategy / Branding(BI) / Verbal Identity / Signage
SERENU BLACK
Creative Strategy / Branding(BI) / Verbal Identity / lllustration
LOSHIAN
Creative Strategy / Branding(CI)
MakJi
Creative Strategy / Branding(BI) / Verbal Identity / Packaging / Illustration
Coset
Creative Strategy / Branding(CI) / Verbal Identity
KHASTO
Creative Strategy / Branding(BI) / Verbal Identity / Applications
POOL HOUSE TERRACE
Creative Strategy / Branding(BI) / Verbal Identity / Signage
Voithru
Creative Strategy / Branding(CI) / Verbal Identity
VIVE STUDIOS
Creative Strategy / Editorial / Graphic
HAOBIN
Creative Strategy / Branding(BI) / Verbal Identity / Signage
The Ambassador Seoul A Pullman Hotel The Lounge & Bar / The Kings Signage
Creative Strategy / Signage
Finmate
Brand Naming / Brand Identity / Creative Strategy / Brand Slogan / Brand Tagline / Applications
PRIOR Tax Corporation
Creative Strategy / Branding(CI) / Verbal Identity / Web(UX&UI)
Kitsch Cow Butcher Shop
Creative Strategy / Branding(BI)
Urban Launderette
Creative Strategy / Branding(BI) / Graphic / Signage
SERENU
Creative Strategy / Branding(BI) / Verbal Identity
DAVIDECHOI
Creative Strategy / Branding(BI) / Verbal Identity / Packaging
RAON WOMEN'S CLINIC
Creative Strategy / Branding(BI)
depetz
Creative Strategy / Branding (CI) / Application
LPHYSIO Prestige Fitness & Therapy
Creative Strategy / Branding(BI) / Verbal Identity / Web(UX&UI) / Graphic / Signage
PRIOR WEBSITE
Creative Strategy / Web(UX&UI)
LPHYSIO WEBSITE
Creative Strategy / Web(UX&UI)
COLD SPRING ORGANIC
Creative Strategy / Branding(BI) / Verbal Identity / Packaging / Illustration
OTTOGI GIFT SET
Creative Strategy / Packaging / Graphic
TIME VIP VOUCHER
Editorial / Graphic
PAUL BASSETT
Creative Strategy / Editorial / Graphic
wonderaum
Creative Strategy / Branding(BI) / Verbal Identity
Seoul Arts Learning Center
Creative Strategy / Branding(BI) / Verbal Identity
SYSLEEP Mattress
Creative Strategy / Branding(CI) / Verbal Identity
La MUnir
Creative Strategy / Branding(BI) / Verbal Identity / Packaging
COURS de REVE BALLET
Creative Strategy / Branding(BI) / Verbal Identity
Wink Plastic Surgery Clinic
Creative Strategy / Branding(BI) / Web(UX&UI)
ARTISTRY STUDiO
Creative Strategy / Graphic
DORMIRELAX
Creative Strategy / Branding / Verbal Identity / Editorial
COMME AESTHETIC WEB
Creative Strategy / Web(UX&UI)
RIVER ANIMAL MEDICAL CENTER
Creative Strategy / Branding(BI) / Verbal Identity
D-forest
Creative Strategy / Branding(BI) / Verbal Identity / Illustration / Signage
COMME AESTHETIC
Creative Strategy / Branding(BI) / Verbal Identity
OTTOGI OMU
Creative Strategy / Branding(BI)
Grampus
Creative Strategy / Branding(BI) / Verbal Identity / Editorial / Graphic
HIGH hOLBORN
Creative Strategy / Branding(BI) / Verbal Identity
ARTISTRY SIGNATURE SELECT BODY
Creative Strategy / Editorial / Graphic
Jules Diary
Creative Strategy / Branding(BI) / Verbal Identity / Web(UX&UI)
RAON WOMEN'S CLINIC WEB
Creative Strategy / Web(UX&UI)
Mannings & Guardian Store
Creative Strategy / Branding(BI) / Graphic
Incheon International Airport
Creative Strategy / Signage
EMINENT
Creative Strategy / Branding(BI) / Web(UX&UI) / Signage
Maison de MARIANNE
Creative Strategy / Branding(BI) / Packaging / Signage
WINE WORKS
Creative Strategy / Branding(BI) / Packaging
ROOS
Creative Strategy / Branding(BI)
Dr.Hong Probiotic Drink
Creative Strategy / Branding(BI) / Verbal Identity / Packaging
BuilderHub Icon
Creative Strategy / Illustration
ELMNT Skincare
Creative Strategy / Branding(BI) / Verbal Identity / Packaging
Damtuh Finest Tea Collective
Creative Strategy / Packaging
Diligent Farmer
Creative Strategy / Branding(BI) / Packaging
DAIZ
Creative Strategy / Branding / Signage
Damtuh Herbal Tea Special
Creative Strategy / Packaging
LIA
Creative Strategy / Branding(BI) / Web(UX&UI)
MAISON TICIA
Creative Strategy / Branding(BI) / Packaging / Illustration / Signage
Innisfree Green Cafe
Creative Strategy / Graphic / Signage
Gelato Spot
Creative Strategy / Branding(BI) / Packaging / Illustration
OASIS Veterinary Surgical Center
Creative Strategy / Branding(BI) / Signage
MS PREtea Cafe
Creative Strategy / Branding(BI) / Packaging / Illustration
SUGARCUP
Creative Strategy / Branding(BI) / Graphic / Signage
GAYEOP KOREAN DINING
Creative Strategy / Branding(BI)
THE OTHER BEANS
Creative Strategy / Branding(CI) / Verbal Identity / Signage
HOHOMEAL
Creative Strategy / Branding(BI) / Packaging
KB Card
Creative Strategy / Editorial / Illustration
THE HILL VETERINARY MEDICAL CENTER
Creative Strategy / Branding(BI) / Signage
PENNY LANE
Creative Strategy / Branding(BI) / Packaging / Signage
Cafe Cconnal
Creative Strategy / Branding(BI) / Packaging / Signage
Nature Collection La plusbelle
Creative Strategy / Branding(BI)
Dr. EL Toothpaste
Creative Strategy / Branding(BI) / Packaging / Illustration
REMICONE Ice-cream Cafe
Creative Strategy / Branding(BI) / Packaging / Graphic / Signage
STATION NEO
Creative Strategy / Branding(BI) / Signage
IL BIANCO
Creative Strategy / Branding(BI) / Signage
Dr. Vranjes
Creative Strategy / Branding / Graphic
REMICONE Ice-cream Flagship
Creative Strategy / Branding(BI) / Verbal Identity / Graphic
DISCOVERY Expedition
Creative Strategy / Branding(BI) / Graphic
LUMYD
Creative Strategy / Branding(BI)
Bunny Drop
Creative Strategy / Branding(BI) / Verbal Identity / Packaging / Illustration
3D BOX
Creative Strategy / Packaging
Katakomb Lounge Bar
Creative Strategy / Branding(BI) / Verbal Identity / Signage