브랜드·패키지 디자인 리뉴얼 사례 연구

Abstract

This study is designed for the renewal of brand and package design of Sangju Horticulture Nonghyup’s 「Yangbanjip Sangju Dried Persimmons」and it was based on the case of renewal and development of the brand and package design conducted by CDU Partners Co., Ltd. (2008.1~2009.1). With the invisible assets becoming more valuable, the brand has been received as the company’s most significant intangible asset. Among the elements of brand identity which form the brand image, the element of the most powerful visual effects has been stressed in its importance as the brand package design in arousing the desire to purchase in the final purchaser at the touch point with the customers. In case of Sangju Horticulture Nonghyup「Yangbanjip Sangju Dried Persimmons」, despite its outstanding taste and quality, it has been devaluated due to its failure to distinguish itself from other brands due to the poor package design despite its long-standing tradition. Also, the products prepared for Korean thanksgiving did not lead to the sales and approximately 20,000,000,000 stocks have piled up. To solve such issues, for the efficiency and sophistication of the brand, the renewal methods for the brand package design of「Yangbanjip Sangju Dried Persimmons」began. Thus, this study examines the renewal of brand package with the basic knowledge, renewed the brand package design based on the analysis of 「Yangbanjip Sangju Dried Persimmons」to come up with a proposal. As a result, the changes in the structure of packaging, 「Yangbanjip Sangju Dried Persimmons」could increase the sales and productivity. After the project of renewal of brand package design, it received the highest prize in 「Evaluation on the Comprehensive Performance in the Categories of Agriculture」, the grand prize in「Innovations in Agricultural Products Logistics」and selected in the agricultural specialty from「Kyanghyang Dotcom 2009 First Half Promising Brand Award」two years consecutively and recently won the first prize in the evaluation of the agricultural performance in Nonghyup categories. It is my hope that through this study, more active studies and researches by the localdesigners would continue.