Communication

Onggi Jonggi

Extra Form

Country	Korea
Year	2025
Award	WINNER
Affiliation	Sungshin Womens University
Designer	Minjee Kim, Seoyeon Jeong
English	As global interest in Korean cuisine grows, many international consumers find Korean ingredients hard to approach. Onggi Jonggi addresses this by offering small portions of gochujang, doenjang, and ssamjang in a convenient package. The design is inspired by traditional Korean houses (gi-wa), featuring elements like tiled roofs and window lattice patterns (wanja, aja, turtle shell, butterfly, and gugu shapes) that subtly spell "KO/RE/AN." Like unique pieces creating a beautiful story, Onggi Jonggi hopes to share not just Korean ingredients but also the rich heritage and traditions they represent with the world.
Native	한식에 대한 관심이 전 세계적으로 퍼지고 있는 것에 반해 한국 식재료 자체에는 어려움을 느끼는 글로벌 소비자도 발견할 수 있었습니다. 이에 따라 ‘옹기종기'는 한식 하면 떠오르는 양념장인 고추장, 된장, 쌈장을 소량으로 구성해 한국의 양념이 생소한 글로벌 소비자들도 가벼운 마음으로 접할 수 있는 패키지를 완성했습니다. 또한 집에서 보관하던 한국의 양념장이라는 전통성을 살려 담장과 기와를 연상하는 디자인을 패키지에 새겼으며, 각 양념장의 라벨은 KO/RE/AN이라는 알파벳을 연상하고 한국 전통 창호(완자살,아자변형살,거북등살,나비살,거북세살 등)에서 모티프를 얻은 패턴을 사용해 다양한 한국적인 요소를 한 패키지 안에서 느껴볼 수 있도록 했습니다. 제각각 다른 형태를 가진 이들이 옹기종기 모여 만드는 아름다운 이야기를 전하며 ‘옹기종기'가 한국의 식재료를 널리 알 수 있는 기회가 되길 바랍니다.
Website	www.behance.net/gallery/217836111/Onggi-Jonggi-Traditional-Korean-Seasoning-Brand
Positive Comments
Judging Comments	Onggi Jonggi has been highly regarded for its innovative and culturally rich packaging that makes Korean ingredients more accessible to international consumers. By incorporating traditional Korean architectural motifs, the design seamlessly blends heritage with modern convenience, enhancing both usability and storytelling. The thoughtful portioning caters to global markets, ensuring ease of use while maintaining authenticity. This approach has been commended for effectively promoting Korean food culture, offering not just condiments but a meaningful experience that connects consumers with Korea’s culinary traditions.

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