Food Packaging

Tteok Gift

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Shinsegae Tteokbang is a cafe located in the South Korean department store Shinsegae that sells handmade rice cakes called “tteok”, a popular snack and gift. In order to attract the interest of the younger generation as well as foreigners to the culture of tteok, the gift box packaging of the rice cakes is distinctly modern. For this, the designers played with a unique graphical motive derived from the Korean word “tteok”. The motive, painted with Indian ink drawing technique using rough brushstrokes and printed on uncoated paper, conveys the authenticity of traditional craftsmanship.

Credits
  • Client:
    Shinsegae Department Store, Seoul
  • Design:
    Retail Media Solution, Seoul
  • Creative Direction:
    Youngjun Park
  • Brand Consulting:
    Aline Kim, Be My Guest, Seoul