At BRIQ we have been responsible for revitalizing the Korean lifestyle brand JAJU via their spatial design. The goal was to create a new identity for the brand, as they wanted to appeal to a younger crowd and get a fresher appearance. They wished to develop a universe that promoted wellness and youth, and from this the creative concept ‘All Good’ and the following strategy were shaped. The retail identity and strategic approach were created in collaboration with E-Types.
The starting point of the spatial design was to reflect their traditional Korean heritage – but at the same time revise this to fit with the future vision of the brand. This culminated in a spatial design, that takes the simplicity of the culture into account and makes use of a new contemporary color pallet. Hereby, the new spatial identity of the brand ties together the traditional Korean culture with the contemporary.