Representative Korean Cuisine Brand
Marking the 30th anniversary of the founding, ‘Jongga Jip’ brand of Daesang Corporation is reborn as “Korean cuisine brand.” With the latest renewal, Daesang plans to expand its business areas to more diverse Korean foods and lead the global Korean food culture.
Daesang will change the image of Jongga Jip brand more refined that anyone can relate to, reinterpret its image confined to kimchi and some side dishes from a modern viewpoint and expand its scope to Korean dishes. In addition, the company has carried out the renewal to strengthen fresh products through the new food ingredient brand.
The biggest change is the brand identity (BI) of Jongga Jip. The new BI is designed with Korean roof tiles, which symbolize Korean traditional culture, in a simple way but with dignity. In particular, it expresses a sophisticated image of modernized Korean traditional dishes with simple and modern design compared to the previous one which shaped even the comb pattern of roof tiles. With both Korean and English texts of JONGGA at the center of roof tiles top and bottom, the new BI contains the company’s vision and will of new Jongga Jip and global Korean cuisine brand.
The new BI will be applied from kimchi, tofu, vegetables and side dish products to all products of Jongga Jip in consecutive order, starting from March. Notably, Jongga Jip has announced its new slogan, “Center of Taste, Jongga Jip” with the brand renewal. It contains the philosophy to become a global brand that leads Korean food culture with the fundamentals of traditional Korean foods – “taste of fermented science,” “nicely prepared taste,” and “taste of fresh and natural foods,” as the center.
Lee Sang-chul, CEO of the food business unit at Daesang Corporation, said, “Until now, Jongga Jip has maintained its top spot in the kimchi industry both at home and abroad with the best levels of freshness and technology. Jongga Jip will be reborn as a global brand to become “the center of the taste,” which offers modernized Korean foods, and lead the Korean food culture in the world in the future.”