KT&G [ Korea ]

The renewal of a beloved, long-selling Korean tobacco brand.⁠

We aimed for a design that feels as if it has always existed yet is from somewhere new; we adopted heraldic art with a bit of wit.⁠ In the following year after the rebranding, THIS PLUS became the top-selling tobacco brand in Korea.⁠

Project: This
Brand Management: Yoon Mun-Su
Project Management: Duwon Lee
Creative Direction: Duwon Lee
Art Direction: Ryo Ueda
Design: Ryo Ueda, Manami Inoue, Naohiro Iwamoto
Illustration: Baku Maeda
Year: 2011
Client: KT&G [Korea]

Sapporo ADC 2011 Packaging Category Selection / Packaging
Tokyo TDC 2012 Signage, Display & Packaging Category Selection / Packaging

Featured in:
MdN Designers File 2012 [MdN Corporation / Japan] (2012)
Hot Local Designers Profile [PIE BOOKS / Japan] (2013)
Design Note No.52 “100 Up and Coming Graphic Designers” [Seibundo Shinkosha / Japan] (2013)
MdN Designers File 2013 [MdN Corporation / Japan] (2013)
MdN Designers File 2014 [MdN Corporation / Japan] (2014)
Asia-Pacific Design No.10 [Sandu / China] (2014)
Designboom [Designboom / Italia] (2014)
MdN Designers File 2015 [MdN Corporation / Japan] (2015)
MdN Designers File 2016 [MdN Corporation / Japan] (2016)

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