the bread and butter : Strategic Brand Communications

All

BACK

K-PAPA : New Brand Creation

Client

K-PAPA (DHS Korea)

Project

K-PAPA Brand Creation

Project Scope

Global Market Research/ Competitors' Landscape/ Brand Slogan/ Brand Story Contents/ Brand Design Strategy/ Supergraphics/ Symbol Logotype Design/ Package Design/ Leaflet Design/ Instagram Design Template

Challenges & Solution

In a day and age where Korean culture and entertainment is becoming mainstream, the bread and butter was able to achieve a successful win. We took lead in a brand development project for DHS KOREA’s, a Korea-Japan trade company, new Korean brand food targeting the Western market called K-PAPA.

In order to communicate that K-PAPA is staying ahead of the trend and delivering modern yet authentic Korean tastes, the bread and butter defined the key visuals of the brand with Denim Blue and Scarlet Red, a modern reinterpretation of the blue and red of the Taegeuk pattern. And based on the red and blue. Modernity was incorporated through colors such as Wildberry Pink and Coral Pink in a dynamic and flexible line pattern.

Throughout its business endeavors in Korea and Japan, DHS desperately felt the need for its own brand to convey and recognize the excellence of Korean food to the wider world. As a Korean brand, DHS was confident that it can create and share Korean products better than anyone else. That's how K-PAPA was born. K-PAPA will introduce a variety of Korean flavors as a sauce; so, the bread and butter developed a label-type symbol logotype that is compatible with various packages such as wasabi mayonnaise and honey mustard. K-PAPA supergraphic can also be applied on the package as a variation of the sauce’s main ingredient color (Example - Wasabi mayonnaise would have green color in a super graphic line pattern).

K-PAPA plans to expand its business throughout Europe and North America, starting with the launch of wasabi mayonnaise in Germany and the UK in the second half of 2022. If you spot K-PAPA at your local store, make sure to get one before it’s sold out!