2020
Jongro Bok Tteok Bang (JRBDB), is a Seoul-based rice cake store that has been operating for 3 generations since 1965. The work “bok” in the name means good luck, and the idea is to bring good luck to customers through rice cakes. With changing times and a decline in demand for rice cakes, JRBDB has decided to renew its brand for both B2B and B2C markets to add freshness and establish a new market position.
A weakening perception of traditional rice cake shops and low brand awareness among younger consumers, creating the need for a unified renewal across both B2B and B2C markets.
Leveraging JRBDB’s three-generation heritage as a strength, I introduced a retro-inspired visual identity to engage a younger audience, building a cohesive design system and packaging through illustration and nostalgic color palette.
■ Credit
- Creative Director: Jeyoun Lee
- Strategist: Yeri Hong
- Lead Designer: Hyuna Nam
■ Photo is the property of JRBDB Media Team.
■ Used for portfolio demonstration purposes only.