We had the distinct pleasure to interview award winning designer Woongjin Food Design Team about their original and creative beverage design work. Woongjin Food Design Team is an award-winning communication designer, that makes our world a better place with their original beverage works.
Woongjin Food Design Team ("WFDT") answered Design Interview ("DI") questions about their award-winning work Nature beverage. Interview questions prepared by Frank Scott.
WFDT : Getting out of the existing and generalized mold, the identity of the design was intensified, by placing the symbolic graphic element(tree leaf) in which the core concept of the brand, so that human technology factors are applied into the design in order to provide the consumer convenience. The visual attention was maximized by placing the sizzle expression and logo type harmoniously, which are not artificial, but natural.
WFDT : The design was aimed at competitiveness in the juice product category by securing the package identity of product, which could be obtained through establishment of differentiated design. For this reason, the mold was designed to have a slime waste line, which was differentiated from rectangular or cylindrical shape. And the exquisiteness was raised by the leaf shape on the top, where the fanciness art nouveau decoration was added.
WFDT : In order to save raw cost and protect environment through saving resources, it is being planned to reduce the weight by changing the structure a little, but the design will be maintained.
WFDT : ‘Nature’ was launched in 2004 as the first native brand in the domestic juice market, which was full of foreign brands. Because there were so many brands based on English language, it took about a year from the naming in Korean language to the completion of differentiated draft graphic. Since then, in 2007, the first renewal was carried Out, in which the sizzle, mold and position of label were applied. And in 2012, the second renewal was carried out for reinforcement and maintenance of brand.
WFDT : In order to carry out the design in accordance with the brand concept that implies ‘the healthy happiness comes from the nature’, we needed the design which could maximize the customers’ interests by using the appetizing sizzle and exposing the material of product to customers naturally.
WFDT : The design and production of mold was planned and adjusted in-house. But the label design was carried out by the outsourcing partner after establishing the concept and direction by the internal department. The ownership, sales and production rights of the design are .fully possessed by Woongjin Food company.
WFDT : The design and production of mold was planned and adjusted in-house. But the label design was carried out by the outsourcing partner after establishing the concept and direction by the internal department. The ownership, sales and production rights of the design are .fully possessed by Woongjin Food company.
WFDT : There are many designs of beverage container for which the gripping sensibility has been improved, but there are not many designs in which consumers can feel it with five senses as the design is in accordance with the brand concept. The slim waist line of mold helps raise the sensibility. And the aesthetic and practical effect was improved by application of bossed pattern, which is also aimed at preventing glide when grabbed at the top.
WFDT : The postposition ‘Eun’, which is used to explain the position of noun in Korean language, was added in the naming, so that the meaning of ‘Eun’, which implies the grace in Chinese character, is attached to ‘Jayeon’ that means the nature. The meaning of the name, which implies ‘grace of health given by the nature’ is Harmonizing with the brand concept as a whole, which runs parallel with the Well-being trend.
WFDT : Rhino 3D, Adobe Illustrator CS5 and Adobe Photoshop CS5 were mainly used.
WFDT : It was required to carry out a special design for a load-bearing product in order to prevent damages during transportation, along with maintaining the aesthetic property. By realizing the twist structure at the waist line of mold, the structural solidity to sustain the weight was considered, while it was easy to grab.
WFDT : Working on my personal dissertation titled [Study on Impacts of Package Container Design on Sensitivity of Customers], I decided the direction of design through collecting data, working and correcting the details.
WFDT : I had to face some difficulties in designing the products suitable for mass production and transportation, along with the maintaining the beauty and practicality.
WFDT : I wanted to receive a favorable evaluation for the brand and design of the product by submitting ‘Jayeoneun’ to the A Award event, which is held in Italy, one of the top-level countries of design industry, and to measure the design preference of the product in the foreign countries before entering the global market.
WFDT : I expect many people in the world to meet ‘Jayeoneun’, which is the representative of Korean vegetable juice with quality content as well as the brand concept and design, being sold in various regions.
