해녀삼춘, Haenyeo Uncle
제주바당 해녀삼춘들의 이야기
Haenyeo Uncle's Story
Strategy
- - Brand Positioning
- - Art Direction
Branding
- - Naming
- - Identity
- - Package
유네스코 문화유산에 등재된 제주도의 해녀문화와 해녀들이 채취한 해산물을 위한 브랜드이다. 제주도 방언으로 해녀들 사이에서 사용되는 친근한 호칭 ‘해녀삼춘’을 네이밍으로 하여 지역색을 잘 담아내는 디자인을 진행하였다.
제주의 해녀삼춘들이 바당을 헤엄치며 수확한 자연산 톳, 해산물과 가공품 브랜드, 해녀삼춘.
물질을 마친 해녀들이 수면 위로 내뱉는 숨비소리를 본 따 네이밍 한, “해녀복합문화공간 “호오이＂와 해녀들의 축제 “와랑와랑 톳잔치＂까지. 푸른바다 제주바당을 중심으로 해녀삼춘들의 이야기가 이어나간다.
Branding for the culture of haenyeo(sea woman, female diver), designated as World Cultural Heritage by UNESCO, and the fresh-caught seafood by haenyeo in Jeju island. The brand name “Haenyeo Uncle” is a combination of ‘Haenyeo’ and ‘Uncle’ which is a common dialect in Jeju to call senior neighbors of both men and women. It leads to the brand design to present local color.
“Haenyeo Uncle,” a brand of natural tot(Hizikia), seafood, and processed sea products, which is made from fresh seafood harvested by haenyeo who dives into the sea.
The branding further goes to a Haenyeo Culture Space “Ho-oi,” named after the whistling sound of Sumbi which haenyeo makes when she comes up to the surface to breathe after diving, and to a Haenyeo Festival “Warang Warang Tot Festival.” Haenyeo Uncle story still continues in the blue sea, Jeju island.
제주의 해녀삼춘들이 바당을 헤엄치며 수확한 자연산 톳, 해산물과 가공품 브랜드, 해녀삼춘.
물질을 마친 해녀들이 수면 위로 내뱉는 숨비소리를 본 따 네이밍 한, “해녀복합문화공간 “호오이＂와 해녀들의 축제 “와랑와랑 톳잔치＂까지. 푸른바다 제주바당을 중심으로 해녀삼춘들의 이야기가 이어나간다.
Branding for the culture of haenyeo(sea woman, female diver), designated as World Cultural Heritage by UNESCO, and the fresh-caught seafood by haenyeo in Jeju island. The brand name “Haenyeo Uncle” is a combination of ‘Haenyeo’ and ‘Uncle’ which is a common dialect in Jeju to call senior neighbors of both men and women. It leads to the brand design to present local color.
“Haenyeo Uncle,” a brand of natural tot(Hizikia), seafood, and processed sea products, which is made from fresh seafood harvested by haenyeo who dives into the sea.
The branding further goes to a Haenyeo Culture Space “Ho-oi,” named after the whistling sound of Sumbi which haenyeo makes when she comes up to the surface to breathe after diving, and to a Haenyeo Festival “Warang Warang Tot Festival.” Haenyeo Uncle story still continues in the blue sea, Jeju island.
Haenyeo Uncle story
Client : Jeju Tot Wellness Center
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Creative Direction : Jangsub Lee
Market Research : Hyojung Lee
Naming : action seoul
Art Direction & Design : Minah Hong
Design : Hyeongyeong Kim, Deokwoo Kim, Koojong Kang
