Wife's Kimchi
Wife’s Kimchi is a fast-growing homemade food brand known for its bold flavor, authentic recipe, and community-focused identity. To support its launch and market presence, a cohesive brand identity and packaging system were designed—capturing the warmth of homemade tradition with a modern, approachable look.
ROLE
Brand Design
CLIENTS
Jihye Shin
Duration
3 weeks
Logo
The central red icon resembles a fingerprint at first glance, but upon closer inspection, it mimics the textured layers of kimchi leaves—a nod to the handcrafted, traditional preparation of kimchi. This fingerprint effect reinforces the personal, handmade quality of each product, symbolizing care, identity, and authenticity.
Colors
These colors were carefully chosen to reflect the essence of Wife’s Kimchi — Spicy Red captures the bold, vibrant flavor of fermented chili, while Tofu Ivory evokes the warmth and authenticity of homemade food. Charcoal Core provides a clean, modern contrast that grounds the design and enhances readability.
Spicy Red
#003595
Charcoal core
#222222
Tofu Ivory
#FDF5E2
Typography
The Nanum Pen Script font was chosen for its warm, handwritten style that adds a personal, human touch to the brand. Its casual yet legible appearance reinforces the homemade, heartfelt nature of the product while maintaining cultural authenticity through its Korean typography.
Labels
Each label uses a soft, natural background to keep the focus on the vibrant kimchi image, while the curved shape of the top panel echoes the roundness of traditional kimchi jars.
The design covers two product variants for this homemade brand: Napa cabbage kimchi and cucumber kimchi.
Cucumber kimchi
Napa cabbage kimchi
