Ongi

A kimchi brand celebrating authentic fermentation and flavours so good they’ll blow your mind.

Ongi was goal is to celebrate Korean culture without leaning to heavily into stereotypes, crafting a design that would appeal to a young first-timer audience around the world.

The response was bold, fresh and alive designs.

The packaging is confident in what its product is, with a colourful palette and a typographic element inspired by the other name Korean earthware vessels have: Breathing Pots. This is found in the background text as it exudes an airy motif in the way the Korean word for kimchi is bubbly with wind elements surrounding it.