BX: Yi Sang

Total Brand Experience Design

Based on Yi Sang who is a modernist writer in South Korea

What is Korea? Or what is the context of Korea? When asked, what should I answer? There are many different cultures in Korea. Religion, music, society, history, medicine, and so on. I wanted to visualise it to offer a new perspective on the Korean touch. It is more than just a modern Korean writer ‘Yi Sang’. I would like to solve the project using the motif. I suggested a main product that is a tray, and I extended its as a multiple brand.

Through research, Yi Sang wrote the intended typographic style in 70s. This is strongly influenced by Braque. I am in the process of solving the design. The ideal grammatical breakdown and ritual flow techniques, visual inspiration from Braque’s decomposition and reconstruction.

‘Crow’s eye view No. 4’ was a visual inspiration. There are more than one technique to present numbers and symbols in a more readable form and in a given order. I was reminded of the Korean typing style, ‘Cheonjiin’. I have tried to make flexible movements(Braque’s decomposition and reconstruction) based on this.

Strange grammar and strange things

I express unfamiliar making techniques using objects. I would like to make everyday objects unfamiliar as Yi Sang’s creations were created on the desk in his house or cafe. By doing this, it is trying to offer new experiences by putting things on your desk on blocked roads.

It added Yi Sang’s unfamiliar technique to its functional desktop tray. I have actively changed like the logo above, divided sections with meanings. It is like a work of art, a desktop tray becomes a blind alley, a dead end (section), and a frightened blanket, making it even more meaningful to users.

Expanded Design

I wanted to build a total brand by expanding my design. It provides the user with a structure. I thought Korean design was ambiguous before. However, I don’t think Korea’s design should be so ‘traditional’. It is accessible to the modern and can be expressed in a structural design.

Awarded 'Communication' Part

Size

Tray: 219*145*95 (mm)

Package: 229*155*115 (mm)

Material

PVC, SF paint