Kring
is a project that built a premium and trustworthy vegetable brand that embodies a healthy and upscale lifestyle
Client
MiFKOMy Role
Brand DesignDeliverables
Identity DesignIllustration
Package Design
Applications
Motion Graphic Design
Year
2019overview
Kring is a premium vegetable brand. MiFKO, Kring's parent company, is solidifying its position as a specialized vegetable seed company in Korea that distributes excellent vegetable varieties and seeds in the Netherlands, an agriculturally advanced country.
We started this project to propose a healthier lifestyle to people by launching a premium vegetable brand based on the business they have accumulated over the past 30 years.
Project
Background
Recently, more and more people want to enjoy a more active lifestyle by consuming natural foods rich in nutrients to build a healthy body. This has led to an increase in the number of people who meticulously examine the cultivation method or country of origin of vegetables, or are interested in their unique taste or ingredients. In particular, interest in European vegetables with sweetness and crunchiness has increased in South Korea. A variety of imported vegetable varieties have been introduced to the vegetable market, and it has become difficult to distinguish high-quality varieties from lower quality, less nutritious varieties.
MiFKO was the first company in Korea to supply paprika in 1994, and has mainly developed B2B business with farmers, solidifying its position as an seed import company. By launching a new brand, Kring, which introduces meticulously selected premium vegetable varieties reflecting the rapidly changing vegetable market trend, we have proposed a new standard for the market and encouraged healthy eating habits by highlighting the nutrition of Kring vegetable varieties. In addition, we tried to clearly differentiate ourselves from competitors by assigning a certification mark to agricultural products of the variety supplied by the brand.
BRAND CORE VALUE
DESIGN PRINCIPLE