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Selection of Healthy Treasure

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artwork branding gift Giftset ginseng korean package set traditional design

Selection of Healthy Treasure

Integrated branding of a gift set brand “Daborok” for CheongKwanJang, the trusted premium red-ginseng company in Korea. action seoul took charge of the entire process from verbal identity development, such as brand concept, positioning strategy, naming and copywriting, to overall art direction for visual identity on 23 sets of package design. 

The background of package design came from an old Korean tradition of presenting writings and paintings as gifts, to wish good health and long life of recipients on holidays. The 23 sets all had own poems and folk paintings on the package to deliver the heartfelt wishes to health of loved ones.


artwork branding gift Giftset ginseng korean package set traditional design
artwork branding gift Giftset ginseng korean package set traditional design
artwork branding gift Giftset ginseng korean package set traditional design
artwork branding gift Giftset ginseng korean package set traditional design
artwork branding gift Giftset ginseng korean package set traditional design
artwork branding gift Giftset ginseng korean package set traditional design
artwork branding gift Giftset ginseng korean package set traditional design
artwork branding gift Giftset ginseng korean package set traditional design
artwork branding gift Giftset ginseng korean package set traditional design
artwork branding gift Giftset ginseng korean package set traditional design
artwork branding gift Giftset ginseng korean package set traditional design
artwork branding gift Giftset ginseng korean package set traditional design
artwork branding gift Giftset ginseng korean package set traditional design
artwork branding gift Giftset ginseng korean package set traditional design
artwork branding gift Giftset ginseng korean package set traditional design
Selection of Healthy Treasure
Client : Korea Ginseng Corp

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action seoul
Creative Direction : Jangsub Lee
Market Research : Hyojung Lee
Brand Strategy & Naming : action seoul
Art Direction & Design : Minah Hong
Lead Design : Hyeongyeong Kim
Deisgn : Goeun Park, Hyunsu Kim, Koojong Kang, Deokwoo Kim
Illustration : Eunmyeong Kang, Jiyeon Hong, Hana Seo, Yeojin Kim
Animation : Jisung Moon
Portfolio Photography : Kiwoong Hong

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KGC Design Team 
Moonyoung Park, Hyelim Kwon
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ⓒ action seoul
Selection of Healthy Treasure
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