Jeong Coffee
Category: Brand Identity, Art Direction, Packaging, Social
Brand identity for a Korean-American coffee roasting company, roasting out of Brooklyn, New York.
jeongcoffee.com
@jeongcoffee
jeongcoffee.com
@jeongcoffee
BACKGROUND
Jeong is a coffee roasting brand inspired by the communal and heartwarming experiences surrounding coffee. The namesake derives from a concept rooted in Korean culture, 정 or jeong which refers to enduring feelings of warmth, affection, or attachment developed towards people, places, or even objects.
Jeong is a coffee roasting brand inspired by the communal and heartwarming experiences surrounding coffee. The namesake derives from a concept rooted in Korean culture, 정 or jeong which refers to enduring feelings of warmth, affection, or attachment developed towards people, places, or even objects.
STRING
The string detail tied around the coffee bag is inspired by Bojagi, a Korean textile stitched together from fabric scraps. The word, Bojagi, translates to wrapping and played an important role in Korean culture. Gifts, food, and objects were wrapped in Bojagi and were meant to protect its luck.
Bojagi photo from Studio Kō
The string detail tied around the coffee bag is inspired by Bojagi, a Korean textile stitched together from fabric scraps. The word, Bojagi, translates to wrapping and played an important role in Korean culture. Gifts, food, and objects were wrapped in Bojagi and were meant to protect its luck.
Bojagi photo from Studio Kō
SYMBOL
The symbol uses the “O” of the Jeong wordmark.
The shapes inside the symbol are the dissected Korean characters of the word, Jeong. The korean characters were created to translate the same curves and shapes of the wordmark letterforms.
The symbol uses the “O” of the Jeong wordmark.
The shapes inside the symbol are the dissected Korean characters of the word, Jeong. The korean characters were created to translate the same curves and shapes of the wordmark letterforms.
Co-founders Samuel Han, Ashley Min, and Nicholas Cho.