Communication

Geongang-won Darin

Extra Form

Country	Korea
Year	2020
Award	WINNER
Affiliation	Sungshin Womens University
Designer	Heesoo Son, Seoyeon Yoon
English	Geongang-won is a Korean health food store,using the traditional decocting methods. There was a problems with a perception that Geongang-won only go to older people and lack of diversity package because of its old designs. So we newly branded it targeting these 20-30s, who have become more interested in health care, to use Geongang-won without any repulsion. We named our brand, 'Darin' which means 'decocted' in korea. Our brand used a logo that visualized blood circulation to convey its goal of providing vitality and health to the 20-30s,and the icons and patterns of all packages embody the materials used and the production sites of them
Native	피로사회가 도래하면서 건강에 대한 현대인들의 관심이 늘어나면서 한국 전통 건강보조식품가게 건강원에 대한 관심도 늘어나고 있다. 하지만 기존의 건강원은 올드한 디자인과 브랜딩으로 인해 나이든 사람들만 간다는 인식과, 모든 가게가 한 두가지의 패키지를 대량 구매해 사용하는 방식이라서 다양성이 부족하다는 문제점이 있었다. 그래서 우리는 건강에 대한 관심이 많아진 2030세대를 타겟으로, 더 다양한 연령층이 거부감 없이 건강원을 이용할 수 있도록 브랜딩하였다. 브랜드의 이름은 ‘다린(Darin)‘으로, 달이다(decocted)에서 파생되었으며, 소비자들에게 정성껏 달인 건강즙을 전달하겠다는 의미를 담았다. 또한 혈액순환을 모티브로 한 로고를 통해 피곤한 2030세대에게 활력과 건강을 선사하겠다는 목표를 전달하고자했다. 우리는 2030세대에게 다가갈 수 있도록 깔끔하면서도 한눈에 보일 수 있는 디자인을 만들고자했다. 박스에는 어떤 재료로 만들어진 즙인지 알 수 있도록 그래픽화시킨 아이콘을 넣었으며, 팩의 상단에는 재료가 자란 환경과 재료의 특성에서 따온 패턴을 넣었다. 또한 아이콘과 패턴은 재료에서 가져온 색상으로 만들어져 메인컬러와 서브컬러로 이루어져있다.

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