순수해작 (Soonsoohaejak) - Rebranding for this Korean brand selling dry seaweed
BRANDING: for the rebranding of Soonsoohaejak (순수해작), I wanted to emphasize the brand's dedication to both the sustainability of marine ecosystems and the safety of its products.
As a Senior Art Director, my goal was to create a visual identity that embodies purity and authenticity, harmonizing with the brand’s philosophy.
The design is intentionally minimalist and natural, reflecting the simplicity of Soonsoohaejak’s clean ingredients and eco-conscious practices.
The chosen font is modern, clear, and approachable, contributing to a sense of trust and transparency.
The golden color I incorporated adds a layer of heritage and prestige, evoking a connection to traditional values while reinforcing the premium quality of the products.
This balance of simplicity and elegance ensures that the branding aligns with both contemporary aesthetics and the brand's core values of environmental stewardship and product safety.
As a Senior Art Director, my goal was to create a visual identity that embodies purity and authenticity, harmonizing with the brand’s philosophy.
The design is intentionally minimalist and natural, reflecting the simplicity of Soonsoohaejak’s clean ingredients and eco-conscious practices.
The chosen font is modern, clear, and approachable, contributing to a sense of trust and transparency.
The golden color I incorporated adds a layer of heritage and prestige, evoking a connection to traditional values while reinforcing the premium quality of the products.
This balance of simplicity and elegance ensures that the branding aligns with both contemporary aesthetics and the brand's core values of environmental stewardship and product safety.
순수해작 (Soonsoohaejak) - Original rebranding + color variations for this Korean brand selling dry seaweed
순수해작 (Soonsoohaejak) - Roasted black sesame snacking dry seaweed - Snack+Gim(Kim) = Snack’im
PACKAGING: the organic sea salt seaweed snack packaging for Soonsoohaejak's new Snack’im line strikes a perfect balance between tradition and modernity.
While the original packaging of Soonsoohaejak products exudes simplicity with a touch of luxury, the vision for Snack’im was to retain its premium essence while introducing a more accessible, dynamic edge.
Snack’im, a fusion of 'Snack' and 'Gim' (the Korean word for seaweed) is a range of organic sea salt seaweed snacks designed to be enjoyed in a variety of settings, from casual pairings with beer or soju to complementing traditional Korean meals.
To align with this versatile appeal, the packaging was designed to embody youthful energy and modern sophistication.
While the original packaging of Soonsoohaejak products exudes simplicity with a touch of luxury, the vision for Snack’im was to retain its premium essence while introducing a more accessible, dynamic edge.
Snack’im, a fusion of 'Snack' and 'Gim' (the Korean word for seaweed) is a range of organic sea salt seaweed snacks designed to be enjoyed in a variety of settings, from casual pairings with beer or soju to complementing traditional Korean meals.
To align with this versatile appeal, the packaging was designed to embody youthful energy and modern sophistication.
순수해작 (Soonsoohaejak) - Natural olive oil & Spicy red chili snacking dry seaweed - Snack+Gim (Kim) = Snack’im
PACKAGING: the chosen pouch format is both modern and environmentally conscious, with a natural texture that complements the brand’s values.
The packaging design seamlessly blends traditional Korean elements with contemporary aesthetics, a beautifully detailed illustration of a Soonsoohaejak seaweed farm, framed by iconic Korean mountains, evokes heritage and authenticity.
In contrast, the dynamic Snack’im branding features a bold, ink-brushed logo that captures the lively, energetic feel of the product.
To appeal to younger consumers, the vibrant color palette of the Snack’im packaging injects a fresh and contemporary feel, making it stand out on shelves.
Each flavor, Roasted Black Sesame, Natural Olive Oil, and Spicy Red Chili is distinguished by its own vivid accent color, while maintaining the overall cohesiveness of the brand.
The packaging design seamlessly blends traditional Korean elements with contemporary aesthetics, a beautifully detailed illustration of a Soonsoohaejak seaweed farm, framed by iconic Korean mountains, evokes heritage and authenticity.
In contrast, the dynamic Snack’im branding features a bold, ink-brushed logo that captures the lively, energetic feel of the product.
To appeal to younger consumers, the vibrant color palette of the Snack’im packaging injects a fresh and contemporary feel, making it stand out on shelves.
Each flavor, Roasted Black Sesame, Natural Olive Oil, and Spicy Red Chili is distinguished by its own vivid accent color, while maintaining the overall cohesiveness of the brand.
The final result is packaging that communicates both the organic origins and the modern versatility of Snack’im, making it an enticing choice for a wide range of consumers.
순수해작 (Soonsoohaejak) - Rebranding for this Korean brand selling dry seaweed
순수해작 (Soonsoohaejak) - Packaging design for this new range of snacking dry seaweed with 3 different flavors
Snack+Gim (Kim) = Snack’im
Snack+Gim (Kim) = Snack’im
순수해작 - Rebranding for this Korean brand selling dry seaweed
순수해작 - Soonsoohaejak
CONTEXT: Soonsoohaejak (순수해작) is an eco-friendly seaweed production company based in Jangheung, a region known for its clean marine environment in South Korea.
The company focuses on producing high-quality seaweed, particularly laver (known as gim), using sustainable and environmentally friendly practices.
They have built a reputation for their commitment to non-acidic seaweed farming, avoiding the use of hydrochloric acid, which can harm marine ecosystems.
This approach ensures both the health of the sea environment and the safety of their products.
Soonsoohaejak operates through a system of direct transactions between seaweed producers and consumers, ensuring a stable supply chain.
The company's products are marketed as healthy and luxurious, targeting the growing demand for well-being and convenience in food consumption.
They process a variety of seaweed products, including dried laver and seasoned seaweed, and their facilities have earned HACCP certification for safety and hygiene.
The company’s long-term goal is to establish itself as a key platform for seaweed production and supply, expanding its reach both domestically and internationally.
They aim to enhance local economic development by working closely with Jangheung’s seaweed farmers and contributing to job creation in the region.
The company focuses on producing high-quality seaweed, particularly laver (known as gim), using sustainable and environmentally friendly practices.
They have built a reputation for their commitment to non-acidic seaweed farming, avoiding the use of hydrochloric acid, which can harm marine ecosystems.
This approach ensures both the health of the sea environment and the safety of their products.
Soonsoohaejak operates through a system of direct transactions between seaweed producers and consumers, ensuring a stable supply chain.
The company's products are marketed as healthy and luxurious, targeting the growing demand for well-being and convenience in food consumption.
They process a variety of seaweed products, including dried laver and seasoned seaweed, and their facilities have earned HACCP certification for safety and hygiene.
The company’s long-term goal is to establish itself as a key platform for seaweed production and supply, expanding its reach both domestically and internationally.
They aim to enhance local economic development by working closely with Jangheung’s seaweed farmers and contributing to job creation in the region.
순수해작 (Soonsoohaejak) - Rebranding for this Korean brand selling dry seaweed
