SONAMU
Design umami for a brand-new tastemaker

The thing about kimchi? It’s been around for 4,000 years and counting, but it’s still flying under the radar as far as Western palates are concerned. Even for those in the know, the limited range of kimchi products found on the shelves are sorely lacking – both in terms of flavour, authentic ingredients and price point. With a product guaranteed to please both experienced palates and newcomers alike at an affordable price, SONAMU needed a way to stand out from the crowd, tell its compelling story and start making inroads into kitchens all over Germany.

Cracking the consumer food segment is all about speaking to two audiences: the heart and the stomach. SONAMU needed a little contextualising, so we drew on the rich tapestry of Korean mythology to whip up a set of mouthwatering brand values. The word ‘sonamu’ means pine – one of Korea’s national emblems – and has the qualities of being durable, constant and pure, while in mythology it is a symbol of resistance. This was our basis for creating earthy, down-to-earth imagery that shows SONAMU’s connection to the real world – it isn’t a fad or a trend, but a food with a long history that enriches lives and brings people closer together. We juxtaposed this with a young, fresh look and feel that draws the eye, especially given its stripped down, almost laconic style undercut with a humorous tone. For credibility and consistency, we made sure the product portfolio was consistent from lid to label, and returned to the mythology melting pot to cook up some illustrations: the mythical Haechi, which stands for fairness; a tiger and a magpie for strength and freedom; the Bulgasari, a fearsome metal-eating monster celebrated as a hero; a dragon for luck, might and wisdom; and Talchum, a Korean masked dance that celebrates community through dance, singing and humour. Serving to reinforce the kimchi’s connection to its ancient Korean origins, we then juxtaposed the illustrations with contemporary, documentary-style photography showcasing people from many different backgrounds who come together in real-life settings to enjoy the taste sensation of SONAMU; this creates a through line from the distant past to the present – and well into the future. The result is a beautiful buffet of design elements that are ready to serve in the real world and digital channels. SONAMU: guaranteed to satisfy every appetite, tantalise taste buds and get people eating together from Seoul to Stuttgart.

Well, the kitchen at Arndt Benedikt Towers might be more used to microwaved meals than foodie feasts, but we know a tasty prospect when we see one. 잘 먹겠습니다!