Jungdam 정담 | Brand Identity & Packaging Design

ungdam 정담 is a brand identity and packaging design project for a London-based Korean artisanal food brand.
The project explores how Korean craftsmanship, heritage, and everyday food culture can be translated into a warm and contemporary visual system. The name “Jungdam” carries a sense of warmth, sincerity, and quiet conversation, which became the emotional foundation of the brand.

I developed the visual identity, logo system, packaging applications, typography, patterns. The logo uses red and blue inspired by the Korean flag, forming two gentle human-like figures that suggest a dialogue between maker and ingredient, tradition and modern life.

Through packaging, visual storytelling, and brand applications, the project aims to communicate the warmth of Korean handmade food culture to a London-based audience.