{"id":21114,"date":"2024-02-01T12:46:00","date_gmt":"2024-02-01T12:46:00","guid":{"rendered":"https:\/\/www.justinyi.kr\/?post_type=portfolio&p=21114"},"modified":"2026-02-02T11:12:46","modified_gmt":"2026-02-02T11:12:46","slug":"saenggwabang","status":"publish","type":"portfolio","link":"https:\/\/www.justinyi.kr\/?portfolio=saenggwabang","title":{"rendered":"Saenggwabang"},"content":{"rendered":"\n
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Saenggwabang<\/h3>\n\n
Branding<\/a>, <\/span>Package<\/a><\/div>\n\n\n
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This brand renewal project reinterprets traditional Korean yakgwa as a premium gift dessert, inspired by Saenggwabang<\/em>, the royal confectionery kitchen of the Joseon era.<\/p>\n\n\n\n

The objective was to retain the ceremonial and symbolic qualities of traditional sweets while creating a brand and packaging experience suited to the modern gift market.<\/p>\n\n\n\n

The logo was developed based on the motif of traditional Korean seal marks<\/strong>, commonly found in furniture, gift elements, and classical artwork.<\/p>\n\n\n\n

It was designed to emphasize the geometric and structural characteristics of Hangul letterforms, allowing the identity to be visually distinctive and recognizable even to international audiences.<\/p>\n\n\n\n

The project covered the full visual system including BI, packaging, shopping bags, and brand guidelines. Rather than replicating traditional elements literally, the design reinterprets them through contemporary composition and proportion.<\/p>\n\n\n\n

Premium positioning and gift presentation were treated as key criteria throughout the design system.<\/p>\n\n\n\n

\uc870\uc120 \uc655\uc2e4\uc758 \ubcc4\uc2dd\uc744 \ub9cc\ub4e4\ub358 \uc804\uac01 \u2018\uc0dd\uacfc\ubc29\u2019\uc5d0\uc11c \uc601\uac10\uc744 \ubc1b\uc544, \uc804\ud1b5 \uc57d\uacfc\ub97c \ud504\ub9ac\ubbf8\uc5c4 \uc120\ubb3c \ub514\uc800\ud2b8\ub85c \uc7ac\ud574\uc11d\ud55c \ube0c\ub79c\ub4dc \ub9ac\ub274\uc5bc \ud504\ub85c\uc81d\ud2b8\uc785\ub2c8\ub2e4.<\/p>\n\n\n\n

\uc804\ud1b5 \ub514\uc800\ud2b8\uac00 \uc9c0\ub2cc \uaca9\uc2dd\uacfc \uc0c1\uc9d5\uc131\uc740 \uc720\uc9c0\ud558\uba74\uc11c, \ud604\ub300 \uc120\ubb3c \uc2dc\uc7a5\uc5d0 \uc5b4\uc6b8\ub9ac\ub294 \ube0c\ub79c\ub4dc \uc778\uc0c1\uacfc \ud328\ud0a4\uc9c0 \uacbd\ud5d8\uc744 \uad6c\ucd95\ud558\ub294 \ub370 \ucd08\uc810\uc744 \ub9de\ucdc4\uc2b5\ub2c8\ub2e4.<\/p>\n\n\n\n

\ub85c\uace0\ub294 \uc804\ud1b5 \uac00\uad6c, \uc120\ubb3c \ud3ec\uc7a5, \ud68c\ud654 \uc791\ud488 \ub4f1\uc5d0\uc11c \ubcfc \uc218 \uc788\ub294 \uc778\uc7a5(Seal) \ud615\ud0dc<\/strong>\ub97c \ubaa8\ud2f0\ube0c\ub85c \uac1c\ubc1c\ud588\uc2b5\ub2c8\ub2e4.<\/p>\n\n\n\n

\ud55c\uae00 \uc870\ud615\uc774 \uac00\uc9c4 \uc9c1\uc120\uc801\uc774\uace0 \uae30\ud558\ud559\uc801\uc778 \uad6c\uc870\uac00 \uc798 \ub4dc\ub7ec\ub098\ub3c4\ub85d \uc124\uacc4\ud558\uc5ec, \ud574\uc678 \uc18c\ube44\uc790\uac00 \ubcf4\ub354\ub77c\ub3c4 \uc2dc\uac01\uc801\uc73c\ub85c \uba85\ud655\ud55c \uc544\uc774\ub374\ud2f0\ud2f0\ub85c \uc778\uc2dd\ub420 \uc218 \uc788\ub3c4\ub85d \ub514\uc790\uc778\ud588\uc2b5\ub2c8\ub2e4.<\/p>\n\n\n\n

\ud504\ub85c\uc81d\ud2b8 \uc804\ubc18\uc5d0 \uac78\uccd0 BI, \ud328\ud0a4\uc9c0 \ub514\uc790\uc778, \uc1fc\ud551\ubc31, \ube0c\ub79c\ub4dc \uac00\uc774\ub4dc\uae4c\uc9c0 \uc2dc\uac01 \uccb4\uacc4\ub97c \uc7ac\uc815\ube44\ud588\uc73c\uba70, \uc804\ud1b5 \uc694\uc18c\ub97c \uc9c1\uc811\uc801\uc73c\ub85c \uc7ac\ud604\ud558\uae30\ubcf4\ub2e4 \ud604\ub300\uc801\uc778 \uad6c\uc131\uacfc \ube44\uc728\ub85c \uc7ac\ud574\uc11d\ud558\ub294 \ubc29\ud5a5\uc73c\ub85c \ub514\uc790\uc778\uc744 \uc804\uac1c\ud588\uc2b5\ub2c8\ub2e4.<\/p>\n\n\n\n

\ud504\ub9ac\ubbf8\uc5c4 \uc120\ubb3c \ube0c\ub79c\ub4dc\ub85c\uc11c\uc758 \uc644\uc131\ub3c4\uc640 \uc804\ub2ec\ub825\uc744 \uc911\uc2ec \uae30\uc900\uc73c\ub85c \uc124\uc815\ud574 \uc804\uccb4 \uacbd\ud5d8\uc744 \uc124\uacc4\ud588\uc2b5\ub2c8\ub2e4.<\/p>\n\n\n\n

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Year
<\/strong>2024<\/p>\n<\/div>\n\n\n\n

<\/div>\n<\/div>\n","protected":false},"excerpt":{"rendered":"

This brand renewal project reinterprets traditional Korean yakgwa as a premium gift dessert, inspired by Saenggwabang, the royal confectionery kitchen of the Joseon era. The objective was to retain the ceremonial and symbolic qualities of traditional sweets while creating a brand and packaging experience suited to the modern gift market. The logo was developed based on […]<\/p>\n","protected":false},"author":1,"featured_media":21122,"template":"","portfolio-categories":[57,58],"portfolio-tags":[],"class_list":["post-21114","portfolio","type-portfolio","status-publish","has-post-thumbnail","hentry","portfolio-categories-branding","portfolio-categories-package"],"_links":{"self":[{"href":"https:\/\/www.justinyi.kr\/index.php?rest_route=\/wp\/v2\/portfolio\/21114","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.justinyi.kr\/index.php?rest_route=\/wp\/v2\/portfolio"}],"about":[{"href":"https:\/\/www.justinyi.kr\/index.php?rest_route=\/wp\/v2\/types\/portfolio"}],"author":[{"embeddable":true,"href":"https:\/\/www.justinyi.kr\/index.php?rest_route=\/wp\/v2\/users\/1"}],"version-history":[{"count":2,"href":"https:\/\/www.justinyi.kr\/index.php?rest_route=\/wp\/v2\/portfolio\/21114\/revisions"}],"predecessor-version":[{"id":21139,"href":"https:\/\/www.justinyi.kr\/index.php?rest_route=\/wp\/v2\/portfolio\/21114\/revisions\/21139"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.justinyi.kr\/index.php?rest_route=\/wp\/v2\/media\/21122"}],"wp:attachment":[{"href":"https:\/\/www.justinyi.kr\/index.php?rest_route=%2Fwp%2Fv2%2Fmedia&parent=21114"}],"wp:term":[{"taxonomy":"portfolio-categories","embeddable":true,"href":"https:\/\/www.justinyi.kr\/index.php?rest_route=%2Fwp%2Fv2%2Fportfolio-categories&post=21114"},{"taxonomy":"portfolio-tags","embeddable":true,"href":"https:\/\/www.justinyi.kr\/index.php?rest_route=%2Fwp%2Fv2%2Fportfolio-tags&post=21114"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}