Communication

Chungjungone low tag design system

Extra Form

Area	Korea
Year	2025
Award	WINNER
Affiliation	DAESANG BE Group Design Team
Designer	Lee nayeong
Description(English)	Chungjungone introduced a new emblem system to support its lowsugar product line with consistent branding and sustained sales. Rather than using typical icons, the design was inspired by consumer behavior—closely reading ingredient labels. This led to the “Low Tag” concept: a removable tag-shaped emblem on the package that reveals product information when peeled. The act of removing the tag metaphorically conveys sugar reduction. Seamlessly integrated into the packaging, it builds brand trust and clearly communicates the low-sugar message. The pink color adds a light, positive impression while enhancing shelf visibility and brand recognition.
Description(Native)	청정원은 저당 제품 라인에 맞춰 브랜드 일관성과 매출 지속성을 확보하기 위해 새로운 엠블럼 시스템을 개발했습니다. 일반적인 화살표나 아이콘과 같은 시각적 요소 대신, 소비자가 성분표를 꼼꼼히 읽는 행동에 주목한 디자인 전략을 채택했습니다. 이러한 인사이트를 바탕으로 탄생한 것이 바로 ‘Low Tag’ 콘셉트입니다. 이는 제품 포장에 부착된 탈부착 가능한 태그 형태의 엠블럼으로, 태그를 떼어내면 제품 정보를 확인할 수 있습니다. 이 태그를 떼는 행위는 ‘당을 줄였다’는 메시지를 은유적으로 전달합니다. 이 시스템은 기존 패키지에 자연스럽게 적용되어 브랜드 신뢰를 강화하며, 저당 메시지를 명확하게 전달합니다. 또한, 핑크색을 사용해 가볍고 긍정적인 이미지를 더하고, 매대에서의 시인성과 브랜드 차별성을 높였습니다.
Positive Comments
Judging Comments	Chungjungone’s “Low Tag” emblem system reinforces its low-sugar product line with a unique, behavior-inspired approach. Designed like a removable tag that reveals product details when peeled, it metaphorically expresses sugar reduction while engaging consumers. Integrated seamlessly into packaging, it builds trust and clearly communicates the low-sugar message. The pink tone adds a light, positive impression, boosting shelf visibility and brand recognition—earning praise for its creativity and clarity.

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