Daesang Cheongjeongwon unveiled a newly created emblem on the 9th to mark the 30th anniversary of the brand's launch.
Cheongjeongwon is a comprehensive food brand that has expanded into various product categories, including jang (fermented sauces), sauces, and ready-to-cook meals, since its launch in 1996. Daesang said the new emblem was developed to visually reflect the brand heritage Cheongjeongwon has built over the years and to commemorate 30 years with consumers.
Daesang said it designed the Cheongjeongwon 30th-anniversary emblem by infusing the core design elements of the Cheongjeongwon BI (brand identity) into the number "30," enabling intuitive recognition of the brand identity.
The new emblem will be applied to promotional materials in major offline stores such as hypermarkets, as well as banners and product detail pages on key online channels including the official Daesang online store Jeongwon eShop, Naver, Coupang, and Kurly.
Cheongjeongwon also improved its BI. By adjusting the weight and proportions of the font and symbol mark, it enhanced readability so the brand can be recognized clearly in various settings. The new BI will be rolled out sequentially across flagship brand product packages.
A Daesang official said, "Through this emblem, which visually reinterprets the brand DNA that Cheongjeongwon has built over 30 years, we enabled consumers to intuitively feel Cheongjeongwon's unique, differentiated value," adding, "With the refreshed emblem and BI at the forefront, we will once again imprint Cheongjeongwon's brand presence and strengthen brand trust and affinity across consumers' everyday lives."