{"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
\n
\n
\"\"<\/figure>\n\n\n\n
\"\"<\/figure>\n\n\n\n
\"\"<\/figure>\n\n\n\n
\"\"<\/figure>\n<\/div>\n\n\n\n

Saenggwabang<\/h3>\n\n
Branding<\/a>, <\/span>Package<\/a><\/div>\n\n\n
\n\n\n\n

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

\n\n\n\n

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"],"yoast_head":"\nSaenggwabang - Just in Case<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.justinyi.kr\/?portfolio=saenggwabang\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Saenggwabang - Just in Case\" \/>\n<meta property=\"og:description\" content=\"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 […]\" \/>\n<meta property=\"og:url\" content=\"https:\/\/www.justinyi.kr\/?portfolio=saenggwabang\" \/>\n<meta property=\"og:site_name\" content=\"Just in Case\" \/>\n<meta property=\"article:modified_time\" content=\"2026-02-02T11:12:46+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/www.justinyi.kr\/wp-content\/uploads\/2026\/02\/cover.jpg\" \/>\n\t<meta property=\"og:image:width\" content=\"2100\" \/>\n\t<meta property=\"og:image:height\" content=\"2100\" \/>\n\t<meta property=\"og:image:type\" content=\"image\/jpeg\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:label1\" content=\"Est. reading time\" \/>\n\t<meta name=\"twitter:data1\" content=\"1 minute\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\\\/\\\/schema.org\",\"@graph\":[{\"@type\":\"WebPage\",\"@id\":\"https:\\\/\\\/www.justinyi.kr\\\/?portfolio=saenggwabang\",\"url\":\"https:\\\/\\\/www.justinyi.kr\\\/?portfolio=saenggwabang\",\"name\":\"Saenggwabang - Just in Case\",\"isPartOf\":{\"@id\":\"https:\\\/\\\/www.justinyi.kr\\\/#website\"},\"primaryImageOfPage\":{\"@id\":\"https:\\\/\\\/www.justinyi.kr\\\/?portfolio=saenggwabang#primaryimage\"},\"image\":{\"@id\":\"https:\\\/\\\/www.justinyi.kr\\\/?portfolio=saenggwabang#primaryimage\"},\"thumbnailUrl\":\"https:\\\/\\\/www.justinyi.kr\\\/wp-content\\\/uploads\\\/2026\\\/02\\\/cover.jpg\",\"datePublished\":\"2024-02-01T12:46:00+00:00\",\"dateModified\":\"2026-02-02T11:12:46+00:00\",\"breadcrumb\":{\"@id\":\"https:\\\/\\\/www.justinyi.kr\\\/?portfolio=saenggwabang#breadcrumb\"},\"inLanguage\":\"en-US\",\"potentialAction\":[{\"@type\":\"ReadAction\",\"target\":[\"https:\\\/\\\/www.justinyi.kr\\\/?portfolio=saenggwabang\"]}]},{\"@type\":\"ImageObject\",\"inLanguage\":\"en-US\",\"@id\":\"https:\\\/\\\/www.justinyi.kr\\\/?portfolio=saenggwabang#primaryimage\",\"url\":\"https:\\\/\\\/www.justinyi.kr\\\/wp-content\\\/uploads\\\/2026\\\/02\\\/cover.jpg\",\"contentUrl\":\"https:\\\/\\\/www.justinyi.kr\\\/wp-content\\\/uploads\\\/2026\\\/02\\\/cover.jpg\",\"width\":2100,\"height\":2100},{\"@type\":\"BreadcrumbList\",\"@id\":\"https:\\\/\\\/www.justinyi.kr\\\/?portfolio=saenggwabang#breadcrumb\",\"itemListElement\":[{\"@type\":\"ListItem\",\"position\":1,\"name\":\"Home\",\"item\":\"https:\\\/\\\/www.justinyi.kr\\\/\"},{\"@type\":\"ListItem\",\"position\":2,\"name\":\"Portfolio\",\"item\":\"https:\\\/\\\/www.justinyi.kr\\\/?post_type=portfolio\"},{\"@type\":\"ListItem\",\"position\":3,\"name\":\"Saenggwabang\"}]},{\"@type\":\"WebSite\",\"@id\":\"https:\\\/\\\/www.justinyi.kr\\\/#website\",\"url\":\"https:\\\/\\\/www.justinyi.kr\\\/\",\"name\":\"Just in Case\",\"description\":\"\",\"publisher\":{\"@id\":\"https:\\\/\\\/www.justinyi.kr\\\/#organization\"},\"potentialAction\":[{\"@type\":\"SearchAction\",\"target\":{\"@type\":\"EntryPoint\",\"urlTemplate\":\"https:\\\/\\\/www.justinyi.kr\\\/?s={search_term_string}\"},\"query-input\":{\"@type\":\"PropertyValueSpecification\",\"valueRequired\":true,\"valueName\":\"search_term_string\"}}],\"inLanguage\":\"en-US\"},{\"@type\":\"Organization\",\"@id\":\"https:\\\/\\\/www.justinyi.kr\\\/#organization\",\"name\":\"Just in Case\",\"url\":\"https:\\\/\\\/www.justinyi.kr\\\/\",\"logo\":{\"@type\":\"ImageObject\",\"inLanguage\":\"en-US\",\"@id\":\"https:\\\/\\\/www.justinyi.kr\\\/#\\\/schema\\\/logo\\\/image\\\/\",\"url\":\"https:\\\/\\\/www.justinyi.kr\\\/wp-content\\\/uploads\\\/2019\\\/03\\\/logo_blk.png\",\"contentUrl\":\"https:\\\/\\\/www.justinyi.kr\\\/wp-content\\\/uploads\\\/2019\\\/03\\\/logo_blk.png\",\"width\":500,\"height\":65,\"caption\":\"Just in Case\"},\"image\":{\"@id\":\"https:\\\/\\\/www.justinyi.kr\\\/#\\\/schema\\\/logo\\\/image\\\/\"}}]}<\/script>\n<!-- \/ Yoast SEO plugin. -->","yoast_head_json":{"title":"Saenggwabang - Just in Case","robots":{"index":"index","follow":"follow","max-snippet":"max-snippet:-1","max-image-preview":"max-image-preview:large","max-video-preview":"max-video-preview:-1"},"canonical":"https:\/\/www.justinyi.kr\/?portfolio=saenggwabang","og_locale":"en_US","og_type":"article","og_title":"Saenggwabang - Just in Case","og_description":"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 […]","og_url":"https:\/\/www.justinyi.kr\/?portfolio=saenggwabang","og_site_name":"Just in Case","article_modified_time":"2026-02-02T11:12:46+00:00","og_image":[{"width":2100,"height":2100,"url":"https:\/\/www.justinyi.kr\/wp-content\/uploads\/2026\/02\/cover.jpg","type":"image\/jpeg"}],"twitter_card":"summary_large_image","twitter_misc":{"Est. reading time":"1 minute"},"schema":{"@context":"https:\/\/schema.org","@graph":[{"@type":"WebPage","@id":"https:\/\/www.justinyi.kr\/?portfolio=saenggwabang","url":"https:\/\/www.justinyi.kr\/?portfolio=saenggwabang","name":"Saenggwabang - Just in Case","isPartOf":{"@id":"https:\/\/www.justinyi.kr\/#website"},"primaryImageOfPage":{"@id":"https:\/\/www.justinyi.kr\/?portfolio=saenggwabang#primaryimage"},"image":{"@id":"https:\/\/www.justinyi.kr\/?portfolio=saenggwabang#primaryimage"},"thumbnailUrl":"https:\/\/www.justinyi.kr\/wp-content\/uploads\/2026\/02\/cover.jpg","datePublished":"2024-02-01T12:46:00+00:00","dateModified":"2026-02-02T11:12:46+00:00","breadcrumb":{"@id":"https:\/\/www.justinyi.kr\/?portfolio=saenggwabang#breadcrumb"},"inLanguage":"en-US","potentialAction":[{"@type":"ReadAction","target":["https:\/\/www.justinyi.kr\/?portfolio=saenggwabang"]}]},{"@type":"ImageObject","inLanguage":"en-US","@id":"https:\/\/www.justinyi.kr\/?portfolio=saenggwabang#primaryimage","url":"https:\/\/www.justinyi.kr\/wp-content\/uploads\/2026\/02\/cover.jpg","contentUrl":"https:\/\/www.justinyi.kr\/wp-content\/uploads\/2026\/02\/cover.jpg","width":2100,"height":2100},{"@type":"BreadcrumbList","@id":"https:\/\/www.justinyi.kr\/?portfolio=saenggwabang#breadcrumb","itemListElement":[{"@type":"ListItem","position":1,"name":"Home","item":"https:\/\/www.justinyi.kr\/"},{"@type":"ListItem","position":2,"name":"Portfolio","item":"https:\/\/www.justinyi.kr\/?post_type=portfolio"},{"@type":"ListItem","position":3,"name":"Saenggwabang"}]},{"@type":"WebSite","@id":"https:\/\/www.justinyi.kr\/#website","url":"https:\/\/www.justinyi.kr\/","name":"Just in Case","description":"","publisher":{"@id":"https:\/\/www.justinyi.kr\/#organization"},"potentialAction":[{"@type":"SearchAction","target":{"@type":"EntryPoint","urlTemplate":"https:\/\/www.justinyi.kr\/?s={search_term_string}"},"query-input":{"@type":"PropertyValueSpecification","valueRequired":true,"valueName":"search_term_string"}}],"inLanguage":"en-US"},{"@type":"Organization","@id":"https:\/\/www.justinyi.kr\/#organization","name":"Just in Case","url":"https:\/\/www.justinyi.kr\/","logo":{"@type":"ImageObject","inLanguage":"en-US","@id":"https:\/\/www.justinyi.kr\/#\/schema\/logo\/image\/","url":"https:\/\/www.justinyi.kr\/wp-content\/uploads\/2019\/03\/logo_blk.png","contentUrl":"https:\/\/www.justinyi.kr\/wp-content\/uploads\/2019\/03\/logo_blk.png","width":500,"height":65,"caption":"Just in Case"},"image":{"@id":"https:\/\/www.justinyi.kr\/#\/schema\/logo\/image\/"}}]}},"_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}]}}