Branding
Illustration
Packaging
Jinjja Chicken Branding
JINJJA Chicken is a dining concept that hopes to spark interest in the diversity of Korean cuisine, experienced in a familiar manner but that leaves room for further imagination of what else it could be.
The branding is about how we deliver the spirit of ‘Eating curiously’ to consumers. ‘Eating curiously’ should embody a fun and playful spirit. It is a dining experience that is adventurous, but not reckless.
The lateral display of the typography enhances dynamism in the logo. It also serves the function of weaving in the Hangul characters seamlessly with English.
The Mascot
Jinjja’s brand communication is more than just about a delicious dish, but also about its cultural influences and history. As such a protagonist is created to deliver that.
The brand mascot was created based on the brand values of harmony – by blending 2 different subjects – man and chicken, together, leaving the familiarity of a man but the unfamiliar physique of one.
This leaves us wondering who or what the chicken man is.
Further supporting characters created for the brand that represent dishes also leave that same room for questioning. The characters should also represent the dish’s values and attributes through their actions.
Every JINJJA character should be a ‘Curiousity Magnet’.
Design System
The design system of Jinjja is strongly entwined with the brand philosophy of eating curiously. As such, all brand communication should be curiosity magnets – through narratives in the illustrations and through its colours.
Jinjja’s brand palette is made up of striking colours commonly used in Korean traditional patchwork (pojagi).
The Chicken Man and other supporting characters are tools for the brand to build narratives. The characters are illustrated flat on a fixed plane and perspective in 2D. A library of characters, postures, reactions and expressions was created, allowing the marketing team to easily build their narratives for communication materials and packaging.
Packaging
Delivery Box
A delivery box that can keep food fresh during transit, hold and dispense some serviettes during use, and have a box cover that can be concealed when in use, was also created.
Decorative Elements
A series of decorative graphics inspired by the vibrancy of the streets of Seoul, was designed for use in spatial applications. They can be presented as lit signages, wall paintings, neon light fixtures, etc.
Client
Jinjja Holdings
Completed
2017