studioarndtbenedikt A spicy story worth telling 🌶️
K-pop, K-beauty, K-dramas… and now: K-food. 🇰🇷
With SONAMU, Korean flavour is stepping out of the niche and into the limelight – crunchy, tangy kimchi rooted in tradition and wrapped in cultural pride.
Our client @sonamu.kimchi is more than just a condiment brand – it’s a cultural statement.
👉 A family recipe handed down for generations
👉 100% vegan, bursting with flavour
👉 Authentic storytelling rooted in Korean heritage
The challenge? To bring real, authentic kimchi to the shelves – and the spotlight – in a market saturated with bland, inauthentic options.
Our solution? We crafted a design system that fuses tradition with modernity. At the heart of the brand lies Korean mythology: pine trees as a symbol of resilience, dragons for luck and wisdom, and iconic creatures like the tiger, magpie and Haechi – each representing core brand values. This mythology inspired an illustration system that feels deeply rooted and unmistakably Korean.
Visually, the identity is clean, earthy and confident, offset with subtle humour and a youthful tone. The result? A flexible, characterful design that brings authenticity to every shelf – and every table.
👀 Curious for the full design dish?
📸 by @florianschueppel
#brandingdesign #packagingdesign #koreanculture #foodbranding #studioarndtbenedikt #kimchi #designwithtaste #branding #illustration