Promotional packaging design project for KT&G (the Korea Tobacco and Ginseng Corporation)
I participated in the industry-university cooperation project of branding, packaging, and promotional design for a ginseng product with KT&G (the Korea Tobacco and Ginseng Corporation). My role was to come up for a design for the company’s ginseng products which include teas, syrup, and instant ginseng concentrate packets.
We paid careful attention to the specific demographic of ginseng use; health-conscious consumers between the ages of 40 and 50 who can regularly afford to buy this health product. We found the motif, ‘youth’ through focus group interviews with target consumers. Based on this, we have branded 'Start Youth Again' with the slogan 'I support your youth. Your youth is starting from now on.' I applied toned down colors and images meant to symbolize youth within elderly people and used the red ginseng flower as a motif. Not only did we work on packaging, but we also produced promotional videos and applications for the products presented to KT&G.