SPICEABLE


Year. 2020
Type. Branding
Design. Heedong Jeong
Illustration. Heedong Jeong
Duration. 3 weeks

With accelerating climate change in full swing, agriculture is one of the most sensitive industries. Growing spices that relied on imports could be a suitable future alternative considering the transition toward a subtropical climate. In order to demonstrate its feasibility, we need a place where we can experience spices firsthand. I want to propose SPICEABLE, a place where you can grow, experience, and consume spices in the background of the Punch Bowl Basin in Korea.

Logo

When viewed from above, the Punch Bowl Basin, which houses SPICEABLE, resembles a plate. When viewed from the diagonal, the punch bowl basin's characteristic, the hollow basin, can be seen. I designed a logo using motifs from the shape and features of a plate to represent food culture.

Spice Graphics

The motif of the identity color is inspired by observing the Punch Bowl when fog lands on mountains in the early morning. On top of that, I add a unique color to each spice. This color system represents the mysterious atmosphere of the Punch Bowl Basin and the spices that add flavor to the food in a small amount.

Farm Experience

The first theme of SPICEABLE is Farm Experience. Visitors can harvest and experience the spices. Getting on the buggy, the exclusive transportation for SPICEABLE, visitors can go to the cultivation destination and explore the farms of Punch Bowl. 

Cuisine Experience

Cuisine In the cuisine experience, the gourmet experience is achieved using spices grown at the farm. At SPICEABLE Cuisine, there is a dedicated menu board and tableware. The signature color of this month's main spice is used on the bottom side of the menu board.

Process Experience

At Process Experience, spices can be purchased. The farmer's signature, harvest date, and open date can be hand-written on the package.