달리, DALI
달리 키워 달리
Pear different
Strategy
- - Brand Positioning
- - Art Direction
Branding
- - Identity
- - Naming
- - Package
- - Web
Campaign
- - Launching Event
매년 500톤 이상 해외로 배를 수출하는 상주 참배수출단지에서 고품질의 국내육성품종에 특화한 브랜드 개발을요청하였다. “다르게 키워 달고 맛있는, 달리”라는 ‘디저트 배’ 컨셉으로 포지셔닝하였다.
열매를 억지로 비대하게 키우는 성장 촉진 호르몬 지베렐린을 사용하지 않아 유달리 모양이 제각각인 배를 두고 ‘달콤하고 다르다’는 중의적 의미의 “달리”라 네이밍했다. 배의 고유한 ‘황금색’과 ‘보라색’ 포인트 컬러를 매칭해 달달한 디저트 배를 그래픽화했다. Launching a specialized brand of high-quality, domestic varieties of pears for Cham Pear Agricultural Product in Sangju, who exports over 500 tons of pears to overseas every year. Brand named “Dali” conveys a meaning of ‘sweet and delicious, grown differently’ in Korean language and is positioned as ‘pears for dessert’ in the market.
“Dali” holds two different meanings of ‘sweet’ and ‘different’ in Korean language. The name comes from the fact Dali farmers do not apply growth stimulating hormone, gibberellin, to grow pears bigger, which results in different sizes and shapes of pears. The graphic of “Dali” brand delivers the concept of sweet pears for dessert by matching the essential color of pears ‘gold’ and the point color of ‘violet.’
열매를 억지로 비대하게 키우는 성장 촉진 호르몬 지베렐린을 사용하지 않아 유달리 모양이 제각각인 배를 두고 ‘달콤하고 다르다’는 중의적 의미의 “달리”라 네이밍했다. 배의 고유한 ‘황금색’과 ‘보라색’ 포인트 컬러를 매칭해 달달한 디저트 배를 그래픽화했다. Launching a specialized brand of high-quality, domestic varieties of pears for Cham Pear Agricultural Product in Sangju, who exports over 500 tons of pears to overseas every year. Brand named “Dali” conveys a meaning of ‘sweet and delicious, grown differently’ in Korean language and is positioned as ‘pears for dessert’ in the market.
“Dali” holds two different meanings of ‘sweet’ and ‘different’ in Korean language. The name comes from the fact Dali farmers do not apply growth stimulating hormone, gibberellin, to grow pears bigger, which results in different sizes and shapes of pears. The graphic of “Dali” brand delivers the concept of sweet pears for dessert by matching the essential color of pears ‘gold’ and the point color of ‘violet.’
DALI, Pear different
Client : (주)참배수출단지농업회사법인
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Brand Strategy & Naming : action seoul
Creative Direction : Jangsub Lee
Art Direction & Design : Minah Hong
Lead Design : Yeonwoo Shin
Design : Koojong Kang, Hyeongyeong Kim, Taeun Kim
Photography(Brand) : Kiwoong Hong
Photography(Event) : Yonggil Kim
Plan & Installation : action seoul
