DALI, Pear different
Launching a specialized brand of high-quality, domestic varieties of pears for Cham Pear Agricultural Product in Sangju, who exports over 500 tons of pears to overseas every year. Brand named “Dali” conveys a meaning of ‘sweet and delicious, grown differently’ in Korean language and is positioned as ‘pears for dessert’ in the market.
“Dali” holds two different meanings of ‘sweet’ and ‘different’ in Korean language. The name comes from the fact Dali farmers do not apply growth stimulating hormone, gibberellin, to grow pears bigger, which results in different sizes and shapes of pears. The graphic of “Dali” brand delivers the concept of sweet pears for dessert by matching the essential color of pears ‘gold’ and the point color of ‘violet.’
“Dali” holds two different meanings of ‘sweet’ and ‘different’ in Korean language. The name comes from the fact Dali farmers do not apply growth stimulating hormone, gibberellin, to grow pears bigger, which results in different sizes and shapes of pears. The graphic of “Dali” brand delivers the concept of sweet pears for dessert by matching the essential color of pears ‘gold’ and the point color of ‘violet.’
DALI, Pear different
Client : Pear Export Complex Agricultural Corporation
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action seoul
Brand Strategy & Naming : action seoul
Creative Direction : Jangsub Lee
Art Direction & Design : Minah Hong
Lead Design : Yeonwoo Shin
Design : Koojong Kang, Hyeongyeong Kim, Taeun Kim
Photography(Brand) : Kiwoong Hong
Photography(Event) : Yonggil Kim
Plan & Installation : action seoul
ⓒ action seoul