How Korean food giant Chung Jung Won is using packaging design to engage consumers

While its brands may be as recogniseable as Marmite and HP in its native Korea, food company Chung Jung Won is looking to further engage its consumers with a renewed brand and packaging offering.

Chung Jung Won tasked innovation and design consultancy Kinneir Dufort with exploring surprising and innovative ways of additional uses for the company's food packaging, with the only restriction being that the uses should be food and home related.

The resulting work has seen used Korean Bulgogi marinade bottles become hand blenders, Gochujang (Korean red chilli) tubs become herb gardens and glass jars turned in to a portable speaker system.

Craig Wightman, design director at Kinneir Dufort said: "We are delighted that the final range of designs encourages consumers to think imaginatively about food, as well as the Chung Jung Won brand itself. We’re excited to find out how consumers react to the idea".

The products form part of a larger campaign Kinneir Dufort and its Korean partners INNORED have developed, which launched today (20 October) on Youtube and is supported by a website that allows consumers to vote on their favourite product that Chung Jung Won will then manufacture.

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