Communication

BARYORANG

Extra Form

Country	Korea
Year	2019
Award	Winner
Client	Baryorang
Affiliation	IDEA DO IT
Designer	Yerok Ahn, Juyoun Kwon, Nayoung Kim, Heasoo Shin
English	Baryorang is a brand that makes health products based on Korean lactobacillus which found in Korean fermented food. Lactobacillus is commonly rich in traditional Korean fermented food such as kimchi, soy sauce, hot pepper paste, soy bean paste and salted seafood. So, we developed a brand with a tradition motif. The concept of the brand is ‘The Secret of Health of King”. We refer to the composition of traditional paintings that depict palaces. We illustrated the people who work and study fermented foods for the health of king in ‘suragan’ which is a facility for developing cuisine in palace.
Native	바료랑은 한국 발효식품에서 나오는 한국형 유산균을 기반으로 건강 제품을 만드는 브랜드입니다. 유산균은 김치, 간장, 고추장, 된장, 젓갈등 주로 한국 전통 발효음식에 풍부하게 들어있습니다. 따라서 전통을 모티브로 한 브랜드를 개발하였습니다. 브랜드 컨셉은 ‘왕의 건강비법’입니다. 우리는 궁궐의 모습을 그린 전통그림의 구도를 참고하였습니다. 궁궐안에서 일어나는 축제의 장면을 묘사한 그림인 '연회도'를 살펴보면 궁궐전체의 모습과 함께 작게 표현된 사람들이 궐내에서 각자 맡은 임무를 열심히 수행하는 모습을 볼 수 있습니다. 이 그림을 참고하여 옛날 궁궐 안의 요리개발을 위한 시설인 '수라간'에서 왕의 건강을 위해 발효식품을 연구하고 일하는 사람들의 모습을 현대적 일러스트로 표현하였습니다.

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