곡성토란
곡성하면 토란, 토란하면 곡성
KOREAN TARO
Strategy
- - Brand Strategy
- - Art Direction
- - Naming
Branding
- - Logo
- - Character
- - Package
Campaign
- - Event
- - Installation
영화 “곡성”으로 잘 알려진 전라남도 곡성군은 전국 최대의 ‘토란’ 주산지이다. 곡성 토란을 대표하는 지역 통합 브랜드를 만들기 위해서 액션서울은 가장 먼저 젊은 층에게는 생소한 ‘토란’을 어떻게 하면 보다 효율적으로 홍보할 수 있을지, 그 시각적 매개의 개발에 착수했다.
이에 토란에 대한 친근감과 관심도를 끌어올릴 수 있도록 토란의 형상을 본뜬 캐릭터 ‘토란이’를 만들었다. ‘토란이’는 “곡성토란” 브랜드의 화자로서 온.오프라인의 각종 홍보물, 행사와 패키지에 적용되었으며, 그 기획 의도에 부응하여 여러 행사에서 큰 인기를 끌었다. Gokseong-gun of Jeollanam-do province is a famous city from the movie “The Wailing(Gokseong),” but indeed, it is the biggest producing area of ‘Korean Taro(Toran).’ In order to develop a representative local brand of “Gokseong Toran,” action seoul first thought of an idea how to effectively promote the unfamiliar ‘Toran’ to young people. A visual parameter was needed.
As a way to increase the interest and closeness, a character ‘Toranii’ shaped after a toran was designed. As a brand storyteller, ‘Toranii’ was applied to various applications like on/offline promotional materials, events, pakages, and became a great hit in many local events.
이에 토란에 대한 친근감과 관심도를 끌어올릴 수 있도록 토란의 형상을 본뜬 캐릭터 ‘토란이’를 만들었다. ‘토란이’는 “곡성토란” 브랜드의 화자로서 온.오프라인의 각종 홍보물, 행사와 패키지에 적용되었으며, 그 기획 의도에 부응하여 여러 행사에서 큰 인기를 끌었다. Gokseong-gun of Jeollanam-do province is a famous city from the movie “The Wailing(Gokseong),” but indeed, it is the biggest producing area of ‘Korean Taro(Toran).’ In order to develop a representative local brand of “Gokseong Toran,” action seoul first thought of an idea how to effectively promote the unfamiliar ‘Toran’ to young people. A visual parameter was needed.
As a way to increase the interest and closeness, a character ‘Toranii’ shaped after a toran was designed. As a brand storyteller, ‘Toranii’ was applied to various applications like on/offline promotional materials, events, pakages, and became a great hit in many local events.
Client : Gokseong County
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Creative Direction & Design : Minah Hong
Lead Design : Koojong Kang
Character Design : Koojong Kang
Installation : Sun design, Green art park
