Communication

FISH CAKE GIFT SET PACKAGE

Extra Form

Country	Korea
Year	2022
Award	WINNER
Client	SAMJIN AMOOK
Affiliation	BREEZE PARTNERS
Designer	Hwayeol Mun
English	We designed a gift set package of one of the most famous fish cake brands of Korea, Samjin Amook. The pattern used on the package was derived from the sea which provides the main ingredients of fish cakes, and endless waves were reinterpreted. Through these, we tried to convey the meaning of ‘sending the heart to the fullest with the flavor of the sea.’ In order to have customers to feel the patterns when they touch them, the package was made with an appropriate combination of matt gilt and partial UV coating post-processing, and a sense of luxury was amplified through the splendor of gold and subtle glow that differs by the viewing angle.
Native	한국을 대표하는 어묵 브랜드인 삼진어묵의 선물세트 패키지를 디자인하였습니다. 어묵이 가지고 있는 다소 가벼운 이미지를 탈피하여 보다 정성스럽고, 고급스러운 선물이 될 수 있도록 하는 것이 목적이었습니다. 세부 구성에 따라 명품세트와 삼진세트로 구분되는데 색상과 패턴을 활용하여 명확한 차이 두고자 했습니다. 패키지에 활용된 패턴은 어묵 주재료를 제공해주는 바다를 모티브로 하였으며, 끝없이 밀려드는 파도를 재해석 하여 표현하였습니다. 이를 통해 ‘바다의 풍미를 가득 담아 마음을 전하다’라는 의미를 담고자 했습니다. 소비자가 패키지를 손으로 만졌을 때 더욱 또렷하게 패턴을 느낄 수 있도록 무광금박과 부분UV코팅 후가공을 적절히 조합하여 제작되었으며, 금색이 가지고 있는 화려함과 바라보는 각도에 따라 은은하게 나타나는 광택으로 고급스러움을 더하였습니다.
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