JAJU was a traditional Korean lifestyle brand, looking to drastically change course with a focus on smaller road shops for a younger target audience. Under the creative concept “All Good”, a brand identity was created that was uplifting and reflected true Korean simplicity. Building on references originating in traditional Korean culture – such as the iconic Taegukgi flag and the classic ogansaek color palette – the new brand identity featured elements that, with a contemporary twist, let JAJU’s proud Seoul heritage shine through. The identity gained its character and uniqueness through the JAJU label logo, which was able to transform, stretch and stack itself to create expressive and playful compositions. The label system also adapted to carry key brand communication by placing it into its four corners, creating a simple tool for direct and tactical statements.
The custom typeface JAJU by e-Types is used throughout the identity. The Korean text is likewise bespoke.