Jongga Kimchi Blast Team (Daesang)

Renewal of a traditional brand

The Korean food producer Daesang has made healthy nutrition its core message and owns various subsidiary brands, including Jongga, Korea’s leading kimchi trademark. Jongga represents a long tradition and a wealth of expertise in the authentic production of kimchi. At the same time, it is constantly innovating to satisfy different consumer preferences and the changing trends in society. The brand’s visual identity plays a decisive role in communicating the message that, at Jongga, traditional preparation and innovation go hand in hand.

Red Dot on Jongga Kimchi Blast Team (Daesang)

Jongga, the number one Korean brand of kimchi, aims to become a kimchi brand that reflects the spirit of the times and is popular across all age groups and regions.

Jongga Kimchi Blast Team (Daesang)

Facts and figures

5.1k

Employees as of 2024

1

Distinctions in the Red Dot Award

1956

Year of foundation

Awarded in

Brand Design

Awarded projects 2024

JONGGA – Kimchi Blast Seoul 2023

With a fresh brand design and a pop-up store, the traditional kimchi brand JONGGA is targeting a younger generation of consumers. Based on a deconstructionist approach, the entire visual concept is characterised by new graphic motifs derived from the hexagonal brand logo.

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