Foogo Packaging Design by Jiwon Jung |
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| DESIGN NAME: Foogo PRIMARY FUNCTION: Packaging Design INSPIRATION: While traditional Korean cuisine like bibimbap and bulgogi is globally recognized, Korean soul food remains largely unknown. Street snacks like gamja hotdog, egg bread, and dalgona are more than just food—they hold cultural significance and nostalgia. Foogo was inspired by Korean mobile food stalls and trucks, recreating the excitement of holding a warm snack on a cold day. The packaging captures this authentic street food experience, making Korean soul food accessible worldwide. UNIQUE PROPERTIES / PROJECT DESCRIPTION: Foogo is a packaging experience inspired by diverse Korean food truck styles, emphasizing originality and portability. Unlike conventional box packaging, Foogo is designed as an intuitive food truck shape, reflecting the identity of Korean soul food. It incorporates various truck types like caravans, vans, and trailers, capturing Korean street food’s dynamic essence. And detachable handle enhances convenience, while Foogo bridges tradition and modernity, creating an immersive visual experience. OPERATION / FLOW / INTERACTION: Foogo’s unboxing simulates purchasing from a real food truck. The opening mechanism resembles a serving window, enhancing the authenticity of the experience. A detachable handle ensures portability, making it easy to carry. Design elements such as food truck signage create a realistic street food ambiance. Foogo is not just packaging—it is a storytelling tool, engaging consumers in a multi-sensory experience that extends beyond taste. PROJECT DURATION AND LOCATION: The project started in Seoul in February 2024 and was completed in Seoul in November 2024. FITS BEST INTO CATEGORY: Packaging Design |
PRODUCTION / REALIZATION TECHNOLOGY: Foogo is made with eco-friendly paperboard, ensuring lightweight durability. Precision die-cutting maintains structural stability, while offset printing with matte and gloss coatings enhances texture. A foldable design allows easy assembly, and a reinforced detachable handle ensures convenience. The manufacturing process prioritizes sustainability and efficiency, creating packaging that is both aesthetic and practical, aligning with modern eco-conscious design trends. SPECIFICATIONS / TECHNICAL PROPERTIES: Signature Truck Package: 80mm × 140mm × 100mm Caravan Package: 70mm × 120mm × 80mm Trailer Package: 210mm × 75mm × 135mm Inner Package: 75mm × 45mm × 95mm Homemade Mix Package: 100mm × 50mm × 165mm TAGS: Korean street food, food truck packaging, soul food, snack branding, interactive packaging, cultural experience, mobile street food, K-food design RESEARCH ABSTRACT: This study examines how packaging enhances cultural storytelling in consumer experiences. Research analyzed the global appeal of K-food, the emotional connection to nostalgic snacks, and how interactive packaging influences perception. Surveys and prototypes confirmed that culturally immersive designs enhance engagement. Foogo’s food truck-inspired packaging was developed from these insights, ensuring a meaningful and relatable experience for international audiences. CHALLENGE: The biggest challenge was translating the food truck experience into functional packaging while ensuring stability. Traditional box structures lacked authenticity, requiring prototyping and material refinement. Balancing cultural authenticity with global appeal was another challenge. Foogo overcame these hurdles by merging design functionality with emotional storytelling, creating a visually engaging and immersive representation of Korean soul food. ADDED DATE: 2025-01-27 08:19:01 TEAM MEMBERS (1) : Design Director : Jiwon Jung IMAGE CREDITS: This work is all original images not copyrighted. PATENTS/COPYRIGHTS: This work is all original images not copyrighted. |
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NAME: Hongik University PROFILE: Founded in 1946, Hongik University is one of South Korea’s most prestigious institutions for design and the arts. Known for its pioneering role in art, design, and architecture education, it has nurtured generations of influential designers, architects, and artists who have significantly contributed to both domestic and international creative industries. The College of Fine Arts and Design at Hongik University houses diverse majors such as Visual Communication Design, Industrial Design, Digital Media Design, Architecture, Urban and Environmental Design, and more. The university fosters a multidisciplinary approach, encouraging innovation that bridges art, technology, and design. In recent years, Hongik University’s design teams have undertaken prestigious projects in branding, spatial design, and cultural heritage preservation, collaborating on landmark projects across Korea and beyond. Their work has gained widespread recognition, winning numerous international and national design awards, solidifying Hongik University’s reputation as a global leader in creative education. |
| AWARD DETAILS | |
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Foogo Packaging Design by Jiwon Jung is Winner in Packaging Design Category, 2024 - 2025.· Read the interview with designer Jiwon Jung for design Foogo here.· Press Members: Login or Register to request an exclusive interview with Jiwon Jung. · Click here to register inorder to view the profile and other works by Jiwon Jung. |
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