A bold new brand identity and website design for Ongi Kimchi

Ongi is a food branding and web design concept for a traditional kimchi brand. The aim was to create an identity that feels authentic, memorable and full of life, celebrating Korean food and culture through bold colour, illustration and a modern visual style.

Ongi brings an ancient food tradition into the modern pantry. The pink and green colour palette gives the brand a fresh, contemporary feel, while the hand-drawn cabbage icon adds personality and creates a recognisable visual element that can be used across the identity. I wanted Ongi to feel contemporary without losing the sense of tradition behind the product. The identity combines bold typography, playful illustration and unexpected colour to create something that would stand out on the shelf while still celebrating the story behind kimchi.