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2022.12
MakJi
막지
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CLIENT
(주)스윗앤스위츠
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INDUSTRY
F&B -
SERVICE
Creative Strategy ,
Branding(BI) ,
Verbal Identity ,
Packaging ,
Illustration
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THE CLIENT
클라이언트
Makji is a dessert brand that develops sustainable food and beverage products and services. They use high-quality makgeolli residue, a byproduct of making makgeolli, and apply food upcycling technology to create their desserts, thus practicing zero waste. Makji powder is used as a substitute for flour and is reborn as a sweet dessert that supports people's healthy lifestyles and is beneficial for the environment. Makji, which utilizes makgeolli residue, is low in calories but rich in nutrients such as protein and dietary fiber, and has a unique and distinctive flavor. Makji offers a wise and attractive choice that promotes healthier eating habits and contributes to environmental protection.
막지는 지속 가능한 식음료 및 서비스를 개발하는 디저트 브랜드입니다. 막걸리를 만들 때 사용된 고품질의 막걸리 지게미를 이용하여 푸드 업사이클링 기술을 적용하여 디저트를 만들고 있습니다. 이를 통해 제로 웨이스트를 실천하고 있습니다. 막지 가루는 밀가루를 대체하여 달콤한 디저트로 새롭게 탄생하였으며, 환경에 이로운 제품으로서 사람들의 건강한 라이프 스타일을 지원합니다. 막걸리 지게미를 활용한 막지는 칼로리를 낮추면서도 단백질과 식이섬유 등의 영양분이 풍부하며, 독특하고 차별화된 맛을 가지고 있습니다. 이러한 막지는 보다 건강한 식문화를 촉진하면서도 환경 보호에 기여하는 현명하고 매력적인 선택지를 제공합니다.
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THE OBJECTIVE
목적
YNL Design has created a witty and compelling brand communication strategy to convey the serious message of a brand proposing a food upcycling culture for a sustainable future. By building a brand design that utilizes a character inspired by the shape of makgeolli sediment and a cartoon style to deliver the brand story, they have made it easier for consumers to understand a potentially difficult message. The character for Makji, the brand, uses the round and adorable appearance of makgeolli sediment to convey the unfamiliar topic of 'food upcycling' in a friendly and approachable way. The brand slogan, 'sweet pleasure and beyond.', represents the values of the brand that go beyond just offering sweet desserts and propose environmental protection and healthy eating culture.
YNL Design은 지속 가능한 미래를 위한 푸드 업사이클링 문화를 제안하는 브랜드의 진지한 메시지를 재치 있게 전달하여, 소비자들이 끌리는 매력적인 브랜드 커뮤니케이션 전략을 구축했습니다. 막걸리 지게미에서 영감을 받은 캐릭터와 카툰 방식으로 브랜드 스토리를 전달함으로써, 다소 어려울 수 있는 메시지를 쉽게 이해할 수 있도록 브랜드 디자인을 구성했습니다. 막지의 캐릭터는 막걸리 지게미의 몽글몽글한 모습을 활용하여, 아직 국내에서 낯선 주제인 '푸드 업사이클링'을 귀엽고 친근하게 전달합니다. 브랜드 슬로건 'sweet pleasure and beyond.'는 달콤한 디저트를 넘어 환경 보호와 건강한 식문화를 제안하는 브랜드의 가치를 나타냅니다.
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THE SOLUTION
해결방안
YNL Design developed the brand with an organic and premium mood visualized through a wordmark design that embodies the essence of "Healthy Pleasure." The concept of the character "Makji Gangster" represents the core concept of fighting against flour and environmental pollution to promote a healthy eating culture and protect the planet, expressing the brand value in a witty way. The package design appeals to the MZ generation by incorporating the product's features, such as NO FLOUR/NO SUGAR, into the hip daily life of Makji Gangster and cleverly expresses the brand's excellence. The design of the promotional materials, such as business cards, leaflets, brochures, etc., creatively expresses the brand story and detailed research results in a cartoon format. The color scheme consists of ivory, the main color inspired by Makgeolli Jigae, and six muted sub-colors that represent refined black and subtle flavors. YNL Design builds a unified look and feel for Makji's BI, gift packages, leaflets, brochures, stickers, tags, SNS guides, etc., to deliver the value of promoting a healthy eating culture in a more appealing way.
YNL Design은 '건강한 즐거움'이라는 브랜드 에센스를 시각화한 오가닉하고 프리미엄한 무드를 담은 워드마크 디자인으로 브랜드를 개발했습니다. 막지 캐릭터 컨셉은 "막지 갱스터"로, 건강한 식문화와 지구를 보호하기 위해 밀가루와 환경 오염과 싸우는 핵심 컨셉을 통해, 브랜드 가치를 재미있는 방식으로 표현합니다. 패키지 디자인에는 막지 갱스터의 힙한 일상에 NO FLOUR / NO SUGAR 등의 제품의 특장점을 담아 MZ 세대에게 어필하며 브랜드의 우수성을 재치있게 표현합니다. 간지, 리플렛, 브로슈어 등은 카툰 형식으로 정보를 표현하여 브랜드 스토리 및 상세 연구 결과 등을 창의적으로 표현합니다. 컬러 체계는 막걸리 지게미에서 영감받은 아이보리 컬러를 메인으로, 정제된 블랙, 은은한 플레이버를 표현하는 뮤트한 6가지 서브 컬러로 구성됩니다. YNL Design은 막지의 BI, 기프트 패키지, 리플렛, 브로슈어, 스티커, 태그, SNS 가이드 등을 통일된 룩앤필로 구축하여 건강한 식문화를 전하는 가치를 더욱 매력적으로 전달합니다.
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