Gam-Sung Market Branding
It is the ‘Gam-Sung Market’ project, a new brand of the franchise brand, ‘Gamsung Coffee.’ ‘Gam-Sung Market’ is a brand that sells different snacks or goods in addition to the coffee and dessert provided by ‘Gamsung Coffee’ and the Korean retro style is preserved while a more modern and sophisticated design is added to develop an identity design that would be interesting to customers of different generations. We were responsible for integrated brand communication including brand planning, logo design, branding guide, and package design.
'Gam-sung Market' logo design was developed with the round Korean font style as the base so that people are fond of it. A variable symbolic design system that can naturally harmonize with different products was applied so that varied graphics can blend in with the overall package design.
The graphics from the packages of chips, noodles, and cigarettes during the 1970s and 1980s in South Korea were reinterpreted into sophisticated and modern styles and the sided and linear elements were applied as the graphic design in order for various product items to carry consistency. In addition, primary colors were selected so that the products of ‘Gam-sung Market’ can be displayed as more colorful.
Product & Package Design
The package of ‘Gam-sung Market’ was focused on varied and interesting designs. The packages that are designed with various colors trigger the desire of possession and the humorous quotes that are hidden here and there in the package bring fun and excitement in daily life. Furthermore, the box packages that make up a set are suitable as a gift and it is designed in a structure so that it can be displayed even in the unpredictable setting of the store without any burden.