Haenyeo Uncle's story
Branding for the culture of haenyeo(sea woman, female diver), designated as World Cultural Heritage by UNESCO, and the fresh-caught seafood by haenyeo in Jeju island. The brand name “Haenyeo Uncle” is a combination of ‘Haenyeo’ and ‘Uncle’ which is a common dialect in Jeju to call senior neighbors of both men and women. It leads to the brand design to present local color.
“Haenyeo Uncle,” a brand of natural tot(Hizikia), seafood, and processed sea products, which is made from fresh seafood harvested by haenyeo who dives into the sea.
“Haenyeo Uncle,” a brand of natural tot(Hizikia), seafood, and processed sea products, which is made from fresh seafood harvested by haenyeo who dives into the sea.
The branding further goes to a Haenyeo Culture Space “Ho-oi,” named after the whistling sound of Sumbi which haenyeo makes when she comes up to the surface to breathe after diving, and to a Haenyeo Festival “Warang Warang Tot Festival.” Haenyeo Uncle story still continues in the blue sea, Jeju island.
Haenyeo Uncle's story
Client : Jeju Tot Wellness Center
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action seoul
Creative Direction : Jangsub Lee
Market Research : Hyojung Lee
Naming : action seoul
Art Direction & Design : Minah Hong
Design : Hyeongyeong Kim, Deokwoo Kim, Koojong Kang
ⓒ action seoul