Daejeon Bruce Rice Cake Redesign

Revitalizing Daejeon's Tourism Culture Through Packaging Design

In an effort to promote Daejeon's tourism culture, designer Choulsoon Park has undertaken the task of redesigning the packaging for Daejeon Bruce Rice Cake, a popular confectionery brand in the region. The new packaging features graphics of Daejeon's nine major landmarks, allowing visitors and buyers to not only enjoy the delicious rice cakes but also learn about the various tourism cultures in Daejeon. This innovative approach serves as an effective marketing tool for both the company and the Daejeon area, especially when exporting products in the future.

The Daejeon Bruce Rice Cake packaging is designed to convey the brand's honesty and commitment to quality while showcasing the local attractions. The packaging is divided into three series, each representing a different taste, and is accompanied by a visual representation of the brand and local story. This not only provides consumers with a variety of product options but also allows them to visually connect with the product and its cultural significance.

The packaging is made of thick, durable paper that can be displayed upright or laid flat without easily getting damaged. Its dimensions are 234mm*120mm for the outer packing, 80mm*125mm for the inner packing, and 85mm*125mm for the information paper. The designer has also incorporated color coding and bilingual product names (English and Korean) to cater to a wider range of consumers.

The project, which started in March 2020 and was completed in November 2020, has been exhibited at the Hanbat National University Moglyeon Gallery. Throughout the design process, the designer conducted extensive market research and surveys to understand the brand perception and awareness of landmarks in the Daejeon area. The results highlighted the potential of promoting local landmarks through influential companies like Sungsimdang, benefiting both the company and the Daejeon area.

Choulsoon Park, the sole designer behind this project, faced various challenges throughout the process. From planning to the final design, the student designer invested significant time in market research and conducted multiple tests on paper materials and package structures to ensure the functionality and durability of the packaging.

The Daejeon Bruce Rice Cake Redesign has been recognized for its excellence and creativity, receiving the Bronze A' Design Award in the Packaging Design category in 2021. This prestigious award honors designs that demonstrate outstanding creativity and resourcefulness, incorporating best practices in art, science, design, and technology. By contributing to the improvement of quality of life and promoting Daejeon's tourism culture, this design truly makes the world a better place.