Kimbug: Branding and Website
Role
UX/UI and Brand Designer
Methods & Tools
User Research, Competitive Analysis, Moodboarding, Brand Guidelines, Figma, Adobe illustrator, Adobe Photoshop, Brand Identity, Packaging Design, User-Centered Design
Duration
June 2023 - August 2023
The objective of this project was to develop a cohesive brand identity for Kimbug, a fictional food company specializing in insect-based kimbap, a popular Korean dish. The project scope included creating a logo, brand guidelines, a business system, and marketing materials that would convey Kimbug’s innovative and sustainable approach to cuisine. The goal was to position Kimbug as a professional yet adventurous brand that appeals to eco-conscious consumers and food enthusiasts.
Problem Statement
With insect-based food still an emerging concept, Kimbug needed a brand identity that could overcome potential apprehensions and instead create excitement and curiosity around the product. The challenge was to establish a visual identity that balanced the adventurous, sustainable aspect of insect protein with the comfort and familiarity of Korean cuisine, making the brand feel both approachable and innovative. Additionally, the brand had to educate consumers about the nutritional and environmental benefits of insect-based food while also appealing to their sense of curiosity and adventure.
Methods, Tools and Practices
Methods:
User Research & Competitive Analysis: Analyzed other insect-based food and Korean food brands to identify unique opportunities and pain points.
Persona Development: Created user personas to better understand the target audience—adventurous eaters, eco-conscious individuals, and health-conscious consumers.
Iterative Design Process: Used a feedback-driven approach to refine logo, colors, and layout based on early reactions to the concept of insect-based food.
Tools:
Figma: Used for initial wireframing, creating high-fidelity prototypes, and organizing brand elements.
Adobe Illustrator: Created the logo, custom icons, and refined brand elements to ensure professional-quality graphics.
Photoshop: Edited product images for packaging and marketing materials, ensuring they matched the brand’s color palette and visual style.
Miro: Used for brainstorming, moodboarding, and affinity mapping to define brand values and gather feedback on design concepts.
Practices:
User-Centered Design: Focused on creating a brand that resonates with users’ values, emphasizing sustainability and the novelty of the product in an approachable way.
Brand Consistency: Developed guidelines to ensure consistent application of the logo, colors, typography, and messaging across all platforms.
Sustainability Messaging: Incorporated messaging about the environmental benefits of insect protein to educate consumers and strengthen Kimbug’s mission.
Design Process
1. Research & Inspiration Gathering
Competitive Analysis: Reviewed existing insect-based food brands and Korean cuisine brands to identify common themes and gaps, aiming to differentiate Kimbug as both professional and approachable.
Moodboard Creation: Compiled images of Korean cuisine, natural textures, and insect motifs to inspire a modern, organic aesthetic that conveyed both novelty and sustainability.
2. Logo Development
Initial Sketches: Explored abstract shapes that hinted at both kimbap (circular shapes with vibrant colors) and insect motifs, avoiding overly literal interpretations.
Iteration and Refinement: Based on feedback, simplified the logo into a minimal, balanced design that subtly represented kimbap with layered colors resembling ingredients, while keeping the insect reference subtle to appeal to a broader audience.
3. Brand Guidelines
Typography: Selected clean, modern fonts that would lend credibility and professionalism. The combination of Sharp Grotesk for headings and Montserrat for body text ensured readability and a fresh, contemporary feel.
Color Palette: Chose a mix of earthy greens, browns, and muted oranges to represent natural ingredients and sustainability, with a vibrant yellow accent to add warmth and a sense of adventure.
Logo Usage: Established guidelines for primary and secondary logo usage across print and digital media to ensure brand consistency.
4. Business System Development
Created a business suite including business cards, letterheads, and envelopes. Each item featured the brand’s earthy color palette, modern typography, and clean layout, communicating professionalism and Kimbug’s commitment to quality.
The layout and design emphasized a clean, minimalistic look to appeal to a health-conscious and eco-friendly audience.
5. Marketing Materials
Packaging Design: Developed packaging concepts for Kimbug’s kimbap rolls with an emphasis on clarity and transparency. The packaging highlighted nutritional benefits and the sustainable nature of insect protein.
Promotional Materials: Designed posters, social media ads, and in-store signage with the tagline “Experience a New Kimbap,” encouraging curiosity and adventure in potential consumers.
Final Design
The final design for Kimbug’s brand identity and business system embodied the essence of a modern, sustainable food brand with a unique twist. Key design features included:
Logo: The logo balanced simplicity with cultural relevance, capturing the round, layered look of kimbap with a subtle insect-inspired motif. The color gradients symbolized the vibrant, fresh ingredients found in traditional kimbap.
Color Palette & Typography: Earthy tones of green, brown, and orange highlighted Kimbug’s natural, eco-friendly focus, while the addition of a bright yellow accent added warmth and approachability. The typography selection provided readability and professionalism, aligning with the brand's adventurous yet credible tone.
Business System: Business cards, letterheads, and envelopes followed a clean, modern layout that reinforced Kimbug’s brand values of quality and sustainability. The earthy tones were applied subtly to maintain professionalism, with the logo as a focal point.
Marketing & Packaging: The packaging for Kimbug’s kimbap was designed to be both informative and attractive, featuring clear labeling and highlighting the nutritional and environmental benefits of insect protein. Promotional materials like posters and digital ads used the tagline “Experience a New Kimbap” to invite potential customers to explore and embrace this new, sustainable food option.
