Jeongyookgak, an online service for fresh grocery, has changed the distribution value chain by leveraging IT in the livestock industry. The service implemented an on-demand system to deliver fresh groceries to the consumers just in time. The branding was focused on the aim of setting the brand apart from other competitors in this traditional market environment. Thus, a neutral and contemporary tonality was created for both brand design and marketing, so that consumers would recognise the brand as an extraordinary player in the industry. The black-and-white packag-ing highlights the natural colours of the food.