With the development of the Korean economy, the economic power of traditional markets has been becoming weaker. There is a stereotype about Korean traditional markets that all goods that are sold in the market are unorganized and unsanitary. People started to shop at different places such as department stores and modern supermarkets. I felt a strong sense of responsibility to revive the nostalgic place, and to protect the function of traditional markets. Naturally, my interests led me to start to do research on the traditional market, and I chose Gupo traditional market in Busan, South Korea which has a history of 42 years.
While I was walking around the market, I was able to distinguish something well-designed and some problematic. The signs are pretty well organized because they were newly systematized a couple of years ago by replacing old signs with new ones.
However, noticeably, the market does not have a logo image which can represent its identity. In the case of map design, it was not aesthetically pleasing.
Gupo Market is known for its Gupo noodles. However, there is no packaging design for the product. They also have high quality sesame oil, but I could not find any pragmatic or well designed packaging. In order to find the right clothes for those high quality goods, and to make a new identity for the market, I started to list what the market really needs.
With the main motif of this project being farmers’ effort and their sweat, I tried to visualize it into an identity image. I created these different variations.
And I ended with this identity finally.
Sesame Oil Package Design
The aim behind the development of the packaging design was to differentiate this sesame oil from similar ones on the market. The eye-catching hand drawn label design represents the handcrafted manufacturing process of the product. An additional bottle cap label wrap furthermore emphasizes the vintage and sophisticated high quality style of the product.
Noodle Package Design
Gupo Market is known for its Gupo noodles, but there is no packaging for their famous noodle shops. Also, most traditional market noodle shops in Korea have a somber and dark impression because of their outdated interior designs. When I considered how I could make the interior display of the noodle shops brighter with only a small budget, I selected a vivid noodle package color that stimulated one’s appetite, thus captivating the target group, which is young customers. The reason why I designed the shape of the package to be triangular is because it would make stacking convenient and that would make better use of the shelf space.
Through my new attempt to introduce pragmatic designs to the traditional market, I believe that young people would see a different perspective of the goods that are sold in the market. So, I hope we will not lose our historically valuable and nostalgic space in my country.
■ Design, production, and research by Heesung Kim https://www.behance.net/kimheesung
■ Photographs all taken by Heesung Kim ; except for
image 3: taken by Lee-Su Myung (http://wp.pic.joins.com/app/index.php?mid=workpeople4&document_srl=2989286&sort_index=regdate&order_type=desc)
image 2,4: google image
- - Exhibition: Busan Cinema Center, Busan, Korea
- Year : 2014
- Inje University, school of Design, Graphic Design
- Professor Inkyu Choi