BRIEF
Botong Dosirak is a homemade dosirak brand that pursues an enjoyable meal for 'ordinary people'.
To provide food that is as healthy and tasty as home-cooked meals wherever and whenever,
there needed to be brand experience where customers are encountered from brand store
interior design to delivery packaging and an identity.
SOLUTION
Botong Dosirak selected "basic", "balance", "health" and "homemade" as the fundamental keyword values that
represent the brand so that customers can focus only on the food itself. The brand logo was made with the concept of
the dosirak culture where food from various countries are gathered in a box. Also in the stores, packaging, uniform,
printouts, websites, and mobile sites a coherent brand language and image of Botong Dosirak were built.
CONCEPT
In a square symbol which represents the dosirak box, the brand logo was made with an image of food from
different countries gathered were translated into Korean, English and Chinese.
TONE & MANNER
As Botong Dosirak thinks importantly of the "basis", black and white colors were used on the brand design and
packaging to look sophisticated and modern while also being able to focus on the food.
SPACE
The design essence was also applied to the space design of Botong Dosirak stores,
so minimalistic furniture and decorations are put and natural white colored lighting is used
to show the natural colors of the food.
