Project Description

Harmonize the diverse elements of Korean color beliefs, calligraphy brushes, the visualization of taste, and fluidity to create a visually stimulating branding and packaging design.

Samjogo is the Korean word for three legged crow. The three legged crow is believed to represent the sun, life energy, and power. This powerful symbolic main visual , was the beginning basis to the inspiration for my design project.

The design was based on Korean calligraphy brushes, movement, and culture. Custom art brushes were crafted to create a modernized feel to the brushes and also hybridize them with various food elements. The thicker fluid brush represents the liquid (the broth or soju) and the thinner line brush represents the solid and the noodles that make up the ramen. These elements were then distributed across the various products to create visual harmony and balance.