2015 Applied Arts Student Awards Winner
The challenge was to rebrand a product from an existing brand towards a new target audience and reposition it in the marketplace. I chose Simply Seoul and their product line of vegan kimchi. Their business is deeply rooted in traditional Korean food.
Kimchi is a Korean side dish made of vegetables with seasonings. In traditional preparation, it is allowed to ferment underground in ceramic jars for months.
Cavebear Kimchi is targeted to young adventurous North American foodies who are looking for trendy, exotic, and healthy food that helps them to add unexpected surprises to their menu planning.
Cavebear Kimchi branding is inspired by the Korean creation myth: A bear and a tiger wanted to become humans and prayed to god. God asked them to stay out of the sunlight while living in a cave and to eat only cloves of garlic and herbs for 100 days. The tiger gave up after 20 days. On 21st day, the bear was transformed into a woman and later gave a birth to the founder of Korea.