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.