Playful Designs From Korean E-Mart

E-mart is the largest discount retailer in South Korea with more than 160 stores. It was founded on 12 November 1993 by Shinsegae as the first discount retailer in South Korea.
Korean design studio Saworl teamed up with Emart to create this super cute packaging for a range of products for SM, one of Korea’s most well-known entertainment companies. The products include a variety of bright, fun and sometimes funky illustrations that are sure to capture attention.

A range of products reflecting the lifestyle of SM artists launched through the collaboration of Emart and Korea’s most renowned entertainment company, SM. The products and packaging were designed to bear a close connection with the artists; thereby a product can be associated with a specific or favorite artist and maximized collection value. For this project, the products were divided into three collections, which were brought to the market one after another to match different seasons.

The ‘Awake your Summer’ collection launched during the summer vacation season was themed with the catchphrase ‘an exciting summer just like SM artists,’ and comprised with items to rejuvenate your mind, body, and soul. Energetic and dynamic patterns representing SM artists’ identity were applied to the packaging for drinks, beach bags, picnic mats and pool floats.

The ‘Premium Meal Box’ collection is inspired by ‘gift meal boxes,’ often sent by fans to celebrities as a show of affection. The menu and decorations were designed in collaboration with food stylists to symbolize a specific artist. The pop color packaging was also inspired by artists’ signature graphics and symbols such as EXO’s hexagon and SHINEE’ diamond.
“Launched in line with the beginning of the autumn semester, the ‘Back to School’ collection is made up of school supplies and day-to-day items featuring cartoon illustrations of different artists as well as patches, stickers and other graphics. This fun and whimsical collection appeals most to young fans.”

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Christopher Durham
Christopher Durham is the president of My Private Brand and the co-founder of The Vertex Awards. He is a strategist, author, consultant and retailer who built brands at Delhaize-owned Food Lion, and lead strategy and brand development for Lowe’s Home Improvement. He has consulted with retailers around the world on their private brand portfolios including: Family Dollar, Petco, Staples, Office Depot, Best Buy, Metro (Canada), TLW (Taiwan) and Hola (Taiwan). Durham has published five definitive books on private brands, including his first book, Fifty2: The My Private Brand Project. In 2017, he will debut his newest book, Vanguard: Vintage Originals, a visual tour of innovation and disruption in private brand going back to the mid-1800’s. Dynamic in his presentation while down to earth and frank in his opinions, he has presented at numerous conferences, including FUSE, The Dieline Conference, Packaging that Sells, Omnishopper and PLMA’a annual trade show in Chicago. Durham lives in Charlotte, NC with his wife, Laraine, and two daughters, Olivia and Sarah.