한국적 전통성의 재해석을 통한 담배 패키지디자인 개발 사례 연구- ESSE 로얄팰리스 중심으로 -

Abstract

Today, the tobacco market is rapidly changing due to fierce competition with multinational companies, and accordingly, the role of tobacco packages is becoming more important as a marketing tool. The purpose of the study is to understand the importance of the design concept extraction process through the case of cigarette package design development through the reinterpretation of Korean tradition and to consider the package design process and process so that the Esse Royal Palace can solidify the highest-priced premium cigarette image with luxuriousness. In carrying out the renewal of the Esse Royal Palace brand, the package design reflecting the reinterpretation of Korean tradition was investigated, and the visual and structural problems of the existing brand were analyzed through a survey. Each design motif was proposed based on the concept derived based on the survey, and a design was proposed based on the final 'dragon' motif. According to a comparative survey of how the renewal package design has changed from the existing design to the sensibility, aesthetics, differentiation, traditionality, and premium image, the design applying a reinterpretation of Korean traditionality was higher in all categories except for traditionality than the previous design. Compared to previous designs that have only emphasized traditionality to emphasize premium, renewed designs are more suitable through satisfying consumers' needs and deriving design concepts. In presenting the direction of cigarette package design, it is believed that the desired purpose can be achieved when design results through discriminatory concepts and accurate targeting are released in the market, and further research is needed.