Hyundam Sogom

  • Year

    2024

  • Role

    • Stategy
    • Object
  • Client

    Hyundam

  • Designer

    • Jiyoun Kim
    • Sieun Roh
    • Jihyun Park

Jiyoun Kim Studio collaborated with Hyundam on the Hyundam Sogom Project, which involved a complete renewal of Hyundam's Boiled Salt across all areas, including brand strategy, product design (such as packaging), a brand guidebook, and various applications.

Hyundam Sogom is made by boiling seawater, a traditional Korean salt-making method that requires more effort and cost compared to regular salt. In this project, Jiyoun Kim Studio's primary focus was to connect the premium essence of the product with traditional Korean elements. The word "Sogom" is an archaic term for "salt" in Korean, derived from the old word "sogeum." Brand identity was defined using a calligraphy-style font, and the packaging incorporated hwangma (Korean hemp), a traditional Korean material.

To address salt’s vulnerability to moisture during distribution, the product is double sealed with biodegradable plastic.

Hyundam Sogom was launched in Korea in the winter of 2024.

Process

Concept Drawing by Jiyoun Kim