Decomposable packaging system for the various kind of seeds with a digital experience (WIP)
Special Thanks to Carolina Trigo
On the Ground is a start-up business which sells the various kind of seeds native to Los Angeles. As a Korean international student living in LA, the city’s layout and density were difficult to get used to. What made the city look different and sometimes healed me from homesickness were the trees in Los Angeles; taller and more varied than Seoul is. Trees are a grounding force and can be divided into two parts; Grounded roots and falling leaves. Grounded roots mean a sense of belonging, partly under the ground, stable. Falling leaves represent dispossession, the feeling of exile, of being torn from the ground. A tree is like a person.
On the Ground seeks to cultivate a sense of joy and belonging by planting seeds in Los Angeles. By planting a seed, taking care of sapling, and looking forward to seeing it blossom, people can heal, plant their roots and finally bloom into the fruit of their life.
Identities for Each Seed Item
Promotional Flyers Seeds are embedded
Seed Packaging Specimen
Munchkin WildLoveSustainable packaging, Art Direction
MilkMakersPackaging, Art direction
FACADEGrad Thesis, Art Direction
YouTubeBranding, Digital Experience
NODEBranding, Sustainable packaging
Common Current.LABranding, Digital Experience
Urban TribeEditorial design
On the groundBranding, Sustainable packaging
UberBranding, Social Campaign