Kring 

is a project that built a premium and trustworthy vegetable brand that embodies a healthy and upscale lifestyle

Client

MiFKO

My Role

Brand Design

Deliverables

Identity Design
Illustration
Package Design
Applications
Motion Graphic Design

Year

2019

overview

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








BRAND LOGO

원산지와 브랜드를 표현하는 과일 라벨 스티커에서 전체적인 형태를 착안하였습니다.
비옥한 토지를 형상화한 K, 채소를 상징하는 이파리의 조합으로 Kring의 브랜드 아이덴티티를 표현합니다. 








BRAND COLOR

Kring의 대표적인 채소류에서 브랜드 컬러를 추출하였습니다. 컬러를 통해 네덜란드에서 온 유러피안 채소임을 드러내고, 브랜드가 추구하는 선순환의 가치를 표현하고자 하였습니다.
Paprika Orange는 과채류에 활용하고 Leaf Green은 엽채류에 활용하는 것을 기본으로 하고 다양한 컬러조합이 필요할 시 Sub Color를 활용합니다.










PACKAGE GUIDE

패키지에서 신선한 산지 직송 채소의 이미지를 전달하고자 하였습니다. 과채류/엽채류 별로 로고 컬러를 다르게 하여 각 채소의 맛과 특징을 패키지에서 느낄 수 있도록 했습니다.