LEGACY BEYOND ASIA

After

Communication

Area

Korea

Year

2024

Award

WINNER

Affiliation

Hongik University

Designer

Geon Kim

English

'After' is a branding project on 'Natural Deficit Disorder' caused by the loss of opportunities for children to contact nature due to industrialization and urbanization. It was carried out using a material called 'fruit' commonly found in supermarkets and markets. Main design concept is to use flowers to make people aware of the kinds of fruits.This project was inspired by the phrase, "Fruits grow where the flowers fall." It is also a branding project designed to address natural deficiency disorders not only for children but also for adults through insights that most people are less aware of the process of becoming fruit than fruit awareness.

Native

'After'는 최근 산업화, 도시화로 인해 아이들이 자연과 접촉할 기회를 상실하여 생기는'자연결핍장애'에 관한 브랜딩 프로젝트입니다. 일상에서 슈퍼마켓이나 시장에서 흔히 접할 수 있는 '과일' 이라는 소재를 이용하여 브랜딩을 진행하였고, 메인 디자인 컨셉은 꽃을 이용해서 사람들이 과일 종류를 예상할 수 있도록 인지시켜 주는 것입니다.이 브랜드는 '꽃이 진 자리에서 열매가 난다' 라는 글귀에서 영감을 얻어서 디자인되었고, 대부분의 사람들이 과일 인지도에 비해 과일이 되기까지의 과정 대한 인지도가 적다는 인사이트를 통해 아이들은 물론, 성인들도 자연 결핍 장애를 해결하고자 기획한 브랜딩 프로젝트입니다.

Judging Comments

The 'After' branding project has been lauded for its creative and insightful approach to addressing 'Natural Deficit Disorder'. By utilizing the familiar material of 'fruit' found in supermarkets and markets, and focusing on the transformation from flowers to fruits, the project raises awareness about the disconnect from nature caused by industrialization and urbanization. This initiative is praised for its ability to educate both children and adults about the natural processes behind fruit production, fostering a deeper appreciation for nature and its cycles, and encouraging a closer connection with the natural world.

Positive Comments