본 연구는 최근 지역 전통 식품에 대한 관심이 증대되는 가운데 소비자의 대중화를 위한 전통 약과의 브랜드 디자인 개발에 연구목적을 두고 있다.
연구 목적을 달성하기 위해 선행 브랜드와 포장 디자인을 조사하였다. 약과 제품의 샘플은 국내에서 유통되고 있는 기존 약과 제품을 대상으로 온오프라인을 통해 선정하였고 이들의 포장재와 로고타입 그리고 포장디자인을 분석하였다.
국내외 성공사례와 분석내용을 바탕으로 ‘이애란 통일약과’의 브랜드 디자인 개발 컨셉을 도출하였다.
첫째, 상품에 맞는 브랜드 로고를 개발함으로써 상품화 및 경쟁력 강화.
둘째, 파이의 바삭한 식감(食感)을 살린 건강 웰빙 브랜드로 인한 소비자 인식 정착 및 대중성 및 셀링 포인트(Selling Point) 개발.
셋째, 커피나 차와의 연계 및 후식 식품으로 포지셔닝.
넷째, 약과 가공 식품에 따른 패키지 디자인의 개발과 가공식품의 지기구조 개발을 이용한 상품성 강화.
본 연구를 통해 전통 식품의 매출 증대를 위해서는 잠재고객의 확대 및 상품성 강화를 위한 브랜드 디자인 개발의 필요성을 확인하였다. 본 논문에서는 수집된 자료를 토대로 ‘이애란 통일 약과’의 로고타입, 그래픽 디자인 지기구조 디자인을 제안하였다. 그리고 전통 식품의 대중성 강화를 위해서 상품의 전략적인 디자인 연구 개발의 필요성을 제시하였다.
The purpose of this study is traditional for the popularization of consumer yak-gua's brand design development. Recently, because a local traditional food is growing interest. In this study, in order to achieve, previous brands and packaging designs have been investigated. Samples of yak-gua products in marketplace in Korea to target existing yak-gua products were selected through online and offline. And the type of packaging and the logo and packaging design were analyzed. Domestic and foreign, based on the analysis of successful practices New Lee-Ae-ran Tong-il yak-gua's concept, design and development of the brand was derived. First, we have the right product brand logo was developed to enhance commercialization and competitiveness. Second, utilizing the texture of the pie crisp as consumer awareness of health wellness brand was settled. In addition, the selling point for this development was popularized. Third, in conjunction with coffee or tea and dessert foods were positioned. Finally, the package design for yak-gua processed foods and processed foods being developed using the structural design development was to enhance marketability. In this study, in order to increase sales of traditional food prospects for expanding and enhancing brand marketability was confirmed the need for design development. In this paper, based on the data collected, “Lee-Ae-ran Tong-il yakgua“‘s logo type and graphic design being proposed structure. And to enhance the popularity of traditional food, the need for research and development of strategic product design is proposed.
The purpose of this study is traditional for the popularization of consumer yak-gua's brand design development. Recently, because a local traditional food is growing interest. In this study, in order to achieve, previous brands and packaging designs have been investigated. Samples of yak-gua products in marketplace in Korea to target existing yak-gua products were selected through online and offline. And the type of packaging and the logo and packaging design were analyzed. Domestic and foreign, based on the analysis of successful practices New Lee-Ae-ran Tong-il yak-gua's concept, design and development of the brand was derived. First, we have the right product brand logo was developed to enhance commercialization and competitiveness. Second, utilizing the texture of the pie crisp as consumer awareness of health wellness brand was settled. In addition, the selling point for this development was popularized. Third, in conjunction with coffee or tea and dessert foods were positioned. Finally, the package design for yak-gua processed foods and processed foods being developed using the structural design development was to enhance marketability. In this study, in order to increase sales of traditional food prospects for expanding and enhancing brand marketability was confirmed the need for design development. In this paper, based on the data collected, “Lee-Ae-ran Tong-il yakgua“‘s logo type and graphic design being proposed structure. And to enhance the popularity of traditional food, the need for research and development of strategic product design is proposed.
