Sempio

Design Agency: Imaginary Friends®

Brief: Founded in 1946, Sempio is Korea's oldest and most renowned soy sauce brand, leading the industry with over 60% share of Korean consumer market.Despite Sempio’s domestic success they are are yet to make it big in the UK market. I was tasked to design a creative style that would capture the Sempio culture while but appeal to a western market.

Solution: My main inspiration came from Korean food itself as I my research found that a typical Korean meal is generally made up of 5 key ingredients. Also, Korean dishes usually don’t just have one plate with meat and two veg, they can be a vast mix of different flavours, spices and textures that can be combined to make unlimited combinations. Not only that, Sempio are local leaders for a reason as they are always experimenting and being innovative with their products. I decided that an illustrative approach would be a great way to embrace to true character Korean food and Sempio as a company.