• Mellow Garden (Concept)

    Creative Agency: Kingsmen BX Lab.
    Package Designer: Saerona Shin
    Senior Designers: Seungchae Lee, Jesub Keum
    Junior Designer: Minkyu Kim
    Creative Directors: Eungsuk Kim, Hyejin Choi
    Project Type: Concept
    Location: Seoul, Korea
    Packaging Contents: Cacao Nibs
    Packaging Substrate / Materials: Glass, Paper, Aluminium Cab
    Printing Process: Digital printing, Screen printing, Foil stamping

    Mellow Garden is a premium health food. We developed a new branding system with the brand's core value through the user's perspective. Mellow Garden delivers experiences according to customer's needs, customer's expected value and brand image in order to dissolve the premium experience and the rich taste of cacao nibs into the brand experience.

    Mellow Garden emphasizes three key words: 'Premier' 'Delicious' and 'Organic' to reflect the brand identity of 'luxury and rich flavor' The direction of this project is to establish a coherent brand through the application system and intuitively communicate the expected value of customers.

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