emart24

The “Korean wave”, referred to as “Hallyu” in the vernacular, has been the epitome of modern Korean entertainment culture since the mid-1990s. Distilling this special spirit into a new packaging design was the goal of the marketing team at emart24, one of South Korea’s biggest retailers. Customers who discover the “I’m e” private-label brand of snacks in stores will from now on be reeled in by an eye-catching typography, which makes it possible to distinguish different flavours while still providing a visual bracket for the entire product line. In combination with charming characters, the eight-person creative team has successfully given the brand its own appearance within the emart24 world.

Interview with emart24

Red Dot: Where do you see the creative challenges when developing packaging for own labels?
emart24: On the one hand, the design has to be very clear and distinctive. On the other hand, it obviously has to reflect the identity of the company, in this case emart24. We therefore had to think less about your standardised snack package and more about bringing out the specific look of the private-label brand.

What kind of creative approach is the “I’m e” packaging based on?
We certainly wanted to create a different type of packaging that not only shows good design but also has high recognisability. I wanted to develop an intuitive and friendly packaging that is easily discernible and graspable for customers.