OH NA MI
KIMCHI
NEW
IDENTITY

Oh Na Mi asked us to redesign there branding and packaging for Oh Na Mi Kimchi. Oh Na Mi is the name of the grandmother of Alex, founder of Oh Na Mi Kimchi. With our concept we want to put her in the spotlight. We discovered a person shaped silhouette when you write Kimchi in the hangul Korean language. This character was to represent Oh Na Mi. Her signature is shown under her arm in the logo.

Kimchi is the national dish of both North and South Korea and eaten on a daily basis. Kimchi is consisting of salted and fermented vegetables, most commonly using napa cabbage or Korean radish which you can see represented in our design. The different types of Kimchi and flavours are shown with different ingredients placed in bowls in the hand of the grandmother. The bowl references the traditional bowls used in Korean markets and restaurants.

The Korean market photography are street photos taken by Kevin on the trips made by Kyanne to Seoul. This hands on experience was of great value to the insights of this project.