Program // Spatial design, identity
Location // South Korea
Year // 2020
Client // JAJU
Status // Completed
Contact // Peter Bur Andersen
Project Team // Peter Bur Andersen , Iben Bach , Kasper Spange
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, for it to appeal to a younger crowd and get a fresher characteristic appearance. They wished to develop a universe that promoted wellness and youth, and from this the creative concept ‘All Good’ and the linked 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. The new spatial identity of the brand hereby ties together the traditional and contemporary that is embodied in the Korean culture.
To facilitate the best costumer journey, the stores were designed so that the costumers are intuitively drawn to move counterclockwise, which leads them through the different zones and presents them to the most relevant products.