Creating a brand with a little kick! 🌶

The Brief

CrunchyCabbage Co., a new independent food company sought to launch a canned kimchi product, challenging industry norms. The task at hand was to establish a brand identity that resonated with consumers, blending Korean heritage with a modern, playful twist. This encompassed print and digital collateral, UX research, interface design, and product/packaging design.

The Research

In-depth market research unveiled growing awareness and interest in convenient yet authentic "trending" Korean flavors. User personas were crafted, pinpointing adventurous foodies seeking bold tastes on the go. CrunchyCabbage Co. aimed to position Kimchee as a zesty, anytime snack. Choosing environmentally-friendly can packaging to support munchers on-the-go and an aesthetic that spoke to the design-conscious consumer, the projected allowed for us to curate an end-to-end experience that surprised and delighted.

The Approach

The goal was to develop a brand story that celebrated Kimchee's Korean roots while embracing a playful personality. Bright, lively colors infused energy, paying homage to K-pop culture. Microinteractions in the design, a nod to vintage aesthetics merged with futuristic elements, reflected the brand's desire for playfulness. The UX/UI choices prioritized user convenience, creating an engaging journey from discovery to delight. The result? A standout product with a unique personality in the market.