This project involved designing gift packages for ‘Jagalchi Ojimae’, a brand that joyfully and deliciously reimagines dried fish, a traditional local delicacy from Busan, South Korea.
Jagalchi Ojimae is a contemporary retail brand aimed at younger audiences who are increasingly interested in food and its origins. This new marketplace revitalizes Korea’s traditional fish market culture by offering fresh seafood from the deep sea, locally sourced produce, and a variety of snacks.
The primary objective was to develop a modern brand identity that honors the rich heritage of the Jagalchi Fish Market while resonating with a new generation. The branding combines elements of the sea, the market's historic legacy, and a vibrant, youthful energy.
The logo design draws inspiration from the fluidity of waves and the simplicity of fish, striking a harmonious balance between tradition and modernity. The color palette, dominated by cool blues and white, reflects the freshness of the market’s offerings and establishes a clean, inviting visual language.
Overall, the Jagalchi Ojimae branding bridges the gap between the old and the new, preserving the rich cultural heritage of Korea’s fish markets while appealing to a contemporary audience.