Agency: Amplify
Campaign Identity, Graphic Design, Art Direction
Winner of three Campaign Experience Awards 2024
Team of architectural designer, creative director, artworker and print manager
Brief
To promote visibility and awareness outside of Korea, Jongga Kimchi came to London looking to create a unforgettable brand experience.
Challenge
Jongga’s brand is rooted in tradition and legacy, whilst they are to be celebrated, we had to find a way to stand out in the heart of an already eclectic Soho.
Outcome
With the wider creative team, we designed a ‘Flavourverse’ event that transports guests to a triptych of immersive spaces: a Korean alleyway, a traditional-modern fusion lab, and a kimchi mart.As the lead 2D designer, I crafted the campaign identity by leaning on the typologies and sentiment of these spaces. The result was an unapologetically playful and vibrant visual world that takes pride in its campiness particularly through mixed typography, whimsical illustrations and bold colour palettes.
