The goal of this project is to redefine Bonjuk's brand identity (BI) and create a promotional strategy that resonates with it. Bonjuk is a leading porridge brand in Korea. With increasing health awareness among younger audiences and a growing demand for personalized services, Bonjuk’s value has been redefined as “a meal prepared just for you.” To support this message, we have planned promotional initiatives including customized packaging sets, engaging video content, and a dedicated delivery app service.
> Work Scope
Research Project (3months, 2017)
> Final Output
Brand Identity, Prototype App
The Challenge
Absence of Delivery Service - Many people consume porridge for health reasons like indigestion or recovery diets but often have limited mobility, making it difficult for them to go out.
Need for Tailored Choices - Based on health needs, selecting suitable ingredients, salt levels, and texture is crucial, yet customers may struggle to identify the right options on their own.
Branding Misalignment - Despite the desired brand positioning, the logo and colours have unintentionally sparked parodies in horror movie posters, gaining attention for their unintended scary appearance.