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2019.10
Diligent Farmer
부지런한 농부
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CLIENT
(주)부지런한농부
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INDUSTRY
F&B -
SERVICE
Creative Strategy ,
Branding(BI) ,
Packaging
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THE CLIENT
클라이언트
Diligent Farmer is a brand of fresh rice and multi-grain products grown, harvested, and sundried on the reclaimed land in Haechang Bay, Goheung, Jeollanam-do. Haechang Bay's reclaimed land, with a good amount of sunlight, is a representative grain-producing area boasting an average annual yield of 12,000 tons. Diligent Farmer cultivates more than 60 kinds of functional rice, including healthy red rice, Khorasan wheat, brown rice, and colored multiple grains, and supplies them to individual consumers and wholesalers.
부지런한농부는 전라남도 고흥 해창만 간척지에서 기르고 수확하여 햇볕에 건조한 햅쌀 및 잡곡 제품 브랜드입니다. 햇살이 풍부한 해창만 간척지는 한 해 평균 1만 2천여 톤의 수확량을 자랑하는 대표적인 곡물 생산지입니다. 부지런한농부는 건강한 홍미, 호라산밀, 왕눈이현미 등 60여종에 이르는 기능성쌀과 컬러잡곡 등을 재배하여 개인 소비자를 비롯한 도매상인들에게 공급하고 있습니다.
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THE OBJECTIVE
목적
The project's main task was to express the core value of Diligent Farmer, which is the product cultivated by farmers healthily and sincerely in nature, with a distinct brand identity. YNL Design developed illustrations for each season by using the scenery of the rice paddies with crops growing and the image of farmers, intending to capture the unique brand story of Diligent Farmers. Primarily, we focused on expressing the sincerity of farmers who cultivated crops in a nature-friendly way in various functional crop packages such as healthy red rice, Khorasan wheat, and brown rice.
자연 속에서 건강한 방식으로 재배하고 농부가 정성껏 기른 상품이라는 부지런한농부의 핵심 가치를 차별화된 브랜드 아이덴티티로 표현하는 것이 프로젝트의 과제였습니다. YNL Design은 농작물이 자라고 있는 논의 풍경과 농부의 모습을 활용하여 일러스트를 개발하고 부지런한 농부만의 고유한 브랜드 스토리를 담아내고자 했습니다. 특히 자연 친화적인 방식으로 농작물을 재배한 농부의 정성을 건강홍미, 호라산밀, 왕눈이현미 등 다양한 기능성 작물 패키지에 표현하는 것에 집중했습니다.
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THE SOLUTION
해결방안
YNL Design designated the scenery of rice paddies with products growing as the central brand identity concept. We built a brand identity unique to Diligent Farmer by capturing the image of a farmer who cultivates and harvests rice, which is the essential product, in the story of 'Four Seasons and Time of Diligent Farmer.' Inspired by the shape of 'winnow' used by traditional Korean farmers to sort grains, we developed a logo unique to Diligent Farmer with a traditional and warm feeling. The hand-drawn style logo means 'grains cultivated by farmers with sincerity and effort,' and the shape of ripe rice is used as a decorative element to convey brand identity. The 12 package illustrations, designed along with the logo, depict the farmer growing crops against the rice paddy background to express the farmer's sincerity. We developed a packaging system differentiated from other products by describing the flow of seasons and time in various colors.
YNL Design은 제품을 기르는 논의 풍경을 브랜드 아이덴티티 메인 컨셉으로 지정하였으며 핵심 상품인 쌀을 정성을 다해 키우고 수확하는 농부의 모습을 '부지런한 농부의 4계절과 시간'이라는 스토리로 담아내어 부지런한농부만의 특색있는 브랜드 아이덴티티를 구축하였습니다. 한국의 전통적인 농부들이 곡물을 골라내기 위해 사용하던 '쌀키'의 형태에서 영감을 받아 전통적이면서 따뜻한 느낌을 담은 부지런한 농부만의 로고를 개발하였습니다. 핸드 드로잉 스타일의 로고는 ‘농부가 정성과 노력으로 일궈낸 곡물’이라는 의미가 담겨있으며, 잘 익은 쌀의 형상을 장식적 요소로 활용하여 브랜드 아이덴티티를 전달합니다. 로고와 함께 디자인된 12종의 패키지 일러스트레이션에는 논의 풍경을 배경으로 농부가 농작물을 재배하는 모습을 묘사하여 농부의 정성을 표현했습니다. 계절과 시간의 흐름을 다채로운 컬러로 표현하여 타제품과 차별화된 패키지 시스템을 개발하였습니다.
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Creative Strategy / Branding(BI) / Verbal Identity / Signage
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Brand Naming / Brand Identity / Creative Strategy / Brand Slogan / Brand Tagline / Applications
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Creative Strategy / Branding(BI)
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Creative Strategy / Branding(BI) / Verbal Identity / Packaging / Illustration
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Creative Strategy / Branding(BI) / Packaging
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