The client’s objective was to launch with a not-so-traditional visual identity, packaging and website, appealing to a wider market outside the traditional demographics. We were tasked with presenting kimchi as a gourmet delight worthy of any contemporary dish.

Vintage apothecary references are woven throughout the language and graphics, ensuring the health benefits of Dr Kim’s Magnificent are as clear as its out-of-this-world flavour.

Although still a young brand, Dr Kim’s Magnificent has enjoyed 100 per cent year-on-year growth since launching. Our client kindly tells us that the evocative brand and packaging design has played a definite role in this growth.