Communication

Oatracatabra

Extra Form

Country	Korea
Year	2025
Award	WINNER
Client	Living Together Farm Cooperative Corp.
Affiliation	tedo inc Inc.
Designer	Jiyoon Jung
English	‘귀리수리마수리’ is a combination of the word 'Oat'(귀리) and a common magical phrase in Korean. The English name, 'Oatracatabra', is inspired by the magical phrase 'Abracadabra'. ‘Oatracatabra’ began from a farmer’s desire to introduce agricultural products from Gochang County to the younger generation. A combination of regional symbols, such as dolmens and pine tree, with magic-themed vintage illustrations creates ‘Instagrammable’ visuals. Green, the color of the oat field, expresses the freshness of local products while differentiating it from conventional grain packaging. We plan to showcase local products with diverse colors and designs.
Native	마법 같은 효능의 쌀귀리, '귀리수리마수리'는 질 좋은 지역 농산물을 젊은 세대에게 소개해 주고 싶은 농부의 마음에서 시작되었다. 영어 이름은 'Oatracatabra'로, 마술 주문 'Abracadabra'의 시작을 'Oat'로 바꾸고 'd' 대신 't'로 운율을 만들어 재미를 더했다. '마법'을 모티프로 한 빈티지한 일러스트에 고인돌, 소나무 등 고창군의 지역적 상징을 조화롭게 더 해 인스타그래머블한 비주얼로 소비자의 눈길을 사로잡는다. 푸르른 귀리밭이 떠오르는 그라스 그린 컬러 색지를 사용해 지역 먹거리의 신선함을 표현했으며, 블랙 컬러의 다양한 후가공을 활용해 강한 대비감을 만들어 세련되고 차별화된 이미지를 강조했다. '더불어사는농장영농조합'과 공동으로 운영하는 온라인 스토어에서 판매될 예정이며, 앞으로 더 많은 지역 농산물을 다양한 컬러와 디자인으로 선보일 계획이다. 토속적인 이미지를 강조했던 기존 지역 제품의 이미지에서 벗어나, 우리 농산물도 재미있고 세련되게 즐길 수 있다는 메시지를 던지는 것이 이 프로젝트의 가장 큰 목표이다.
Positive Comments
Judging Comments	This design is highly praised for its creative blend of agricultural heritage and magical themes. The use of regional symbols and vintage illustrations creates Instagrammable visuals, while the green color reflects the freshness of local oats. The brand successfully differentiates itself from traditional grain packaging, appealing to a younger audience and celebrating local products.

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