CASE STUDY

Take Root:
(Card Game)

Illustration

Campaign

CLIENT

Cheong Kwan Jang

ROLES

Art Direction
Design

COLLABORATORS

Strategy & Content of Cards
Sharene Lau

BRIEF

As part of the launch of Cheong Kwan Jang’s ‘Rediscover Your Roots’ campaign, the clients turned their attention to the traditions that Lunar New Year visitations revolved around.

The goal was to meaningfully bring back the festive spirit of famillial reunion and closeness, and have the celebrants return to their roots by learning about the why’s behind the customs and traditions.

SOLUTION

We developed a card game that allowed players to rediscover Lunar New Year traditions, as well as bond with their family. For the design, I took inspiration from Korean Go and gave it a modern twist, working off the art direction from the earlier Aronia Festive Packaging.

^[1]Card Box Packaging

^[2]Each deck of cards comes with its own instructions and a full suite of 24 challenge and trivia cards ↴

Media Drop

As the card game was designed as a part of the 'Rediscover Your Roots' campaign, we launched a media drop that included the card game along with a wide range of Cheong Kwan Jang products.

Each kit came in its own custom-tailored bojagi wrap and information cards on recommended consumption doses for the products.