Inspired by the timeless elegance of Josun Deli’s 100-year legacy, HEAZ undertook the packaging renewal project to merge classic sophistication with modern sensibilities. The “Marbling Hidden” concept became the heart of the design, with luxurious marbling patterns subtly revealed only when the packages are opened. The new packaging emphasizes soft curves and monochromatic tones to embody understated luxury. By expanding the white areas, the design accentuates the premium texture of the paper, while a silver embossed logo button on the banding strap adds a refined touch. Practicality was also prioritized with a structure optimized for easy assembly and stacking. This design project spans 13 distinct categories of Josun Deli products, delivering a cohesive identity that honors the brand’s heritage and appeals to contemporary sensibilities.
Creative Director. Seojung Lee Designer. Minji Kang, Jiwon Kim, Sanghyun Shin Photographer. Junghun Yeom
JOSUN DELI
PACKAGE DESIGN RENEWAL
Inspired by the timeless elegance of Josun Deli’s 100-year legacy, HEAZ undertook the packaging renewal project to merge classic sophistication with modern sensibilities. The “Marbling Hidden” concept became the heart of the design, with luxurious marbling patterns subtly revealed only when the packages are opened. The new packaging emphasizes soft curves and monochromatic tones to embody understated luxury. By expanding the white areas, the design accentuates the premium texture of the paper, while a silver embossed logo button on the banding strap adds a refined touch. Practicality was also prioritized with a structure optimized for easy assembly and stacking. This design project spans 13 distinct categories of Josun Deli products, delivering a cohesive identity that honors the brand’s heritage and appeals to contemporary sensibilities.
Creative Director. Seojung Lee
Designer. Minji Kang, Jiwon Kim, Sanghyun Shin
Photographer. Junghun Yeom