We had the distinct pleasure to interview award winning designer Jiwon Jung about their original and creative Packaging Design design work. Jiwon Jung is an award-winning communication designer, that makes our world a better place with their original packaging design works.
Jiwon Jung ("JJ") answered Design Interview ("DI") questions about their award-winning work Foogo Packaging Design. Interview questions prepared by Frank Scott.
JJ : Foogo is a packaging design inspired by Korean street food culture, especially soul foods like hotteok, dalgona, fish-shaped buns, and egg bread sold from food trucks. The design aims to reimagine this emotional connection in a visual form, allowing people to experience the warmth and sentiment of Korean street food anywhere in the world.
JJ : The main focus was to create a brand experience that merges emotional storytelling and visual immersion. I wanted people to feel as if they were purchasing warm snacks from a Korean street vendor. Through this approach, the design aims to broaden global awareness of Korean soul food in a more engaging and narrative-driven way.
JJ : Foogo is planned to expand into seasonal snack editions, limited regional collaborations, and food truck pop-up exhibitions. The ultimate goal is to grow it into a mobile cultural brand that introduces Korean soul food globally beyond just snack packaging.
JJ : The entire design process took about six weeks. The first two weeks were focused on research and planning, followed by two weeks of developing the visual identity and structural design. The final two weeks were spent on prototyping, user feedback, and refinement.
JJ : This was a self-initiated project. It was driven by my desire to introduce lesser-known Korean soul foods to global audiences in a creative and experience-focused way, highlighting the cultural warmth they carry.
JJ : The concept is currently not in mass production, but we are exploring partnerships with both domestic and global food companies and cultural organizations. The goal is to help globalize K-food by offering a compelling visual packaging experience that communicates Korean soul food to international consumers.
JJ : As a designer with a long-standing interest in mobility and automobiles, I have always been fascinated by movement. Food trucks represent more than just food—they are emotional and cultural spaces on wheels. This concept combines my passion for mobility and my appreciation of Korean soul food, transforming static packaging into a dynamic cultural experience.
JJ : I referenced Japanese minimalist packaging, retro Korean wrapping designs, and food truck graphics. However, the core structure, storytelling, and visual language were all developed independently to maintain Foogo’s unique direction.
JJ : Foogo targets global consumers who are interested in K-food and K-culture, especially Gen Z and Millennials who value emotional experiences. It is also designed for concept stores, tourists, and culture-conscious buyers around the world.
JJ : Unlike conventional snack packages focused on function or branding, Foogo is designed as an experiential product. It takes the form of actual food trucks, features color-coded packaging per snack type, and includes a detachable handle. It transforms the act of holding and eating into a cultural ritual rooted in Korean streets.
JJ : “Foogo” combines “Food” and “Go,” symbolizing mobile food culture. It reflects the ease of enjoying Korean street snacks anywhere, anytime. The name is short and easy to remember globally, and its rhythm aligns naturally with the brand’s playful yet purposeful identity.
JJ : Adobe Illustrator was the main tool used throughout the project. I created the structural blueprints and conducted fold simulations within Illustrator. It was also used to build and test the color system. The precision and simulation capability of digital tools were crucial in bringing the structure to life.
JJ : The most unique aspect is that the packaging itself delivers a cultural experience. Each design resembles a miniature food truck, letting users feel as if they are buying snacks from a real Korean street vendor. Visuals, colors, handles, and shape are all holistically integrated to deliver an immersive sensory experience.
JJ : The entire visual and structural design was developed independently. I consulted a packaging specialist briefly to ensure technical feasibility.
JJ : Though the design has a warm, handmade look, it was realized through digital structural design and color simulations. It feels like a commercially produced product, but behind it lies a meticulous process of digital iteration and user-centered design thinking.
JJ : Yes, I referred to K-food export trends, consumer behavior studies, and K-culture content consumption data. I also conducted field research by observing real food trucks and documenting the physical and cultural environments in which these soul foods are served.
JJ : The biggest challenge was achieving emotional appeal while maintaining structural simplicity. Translating the symbolic form of food trucks into efficient, foldable packaging that could hold real snacks required balancing durability, usability, and print feasibility. I tested the handle's weight distribution repeatedly for stability.
JJ : I believed that Foogo had the potential to communicate a deeper cultural and emotional message to a global audience. A’ Design Award values both storytelling and structural innovation, making it the perfect platform to present this design to the world.
JJ : This project taught me that packaging is more than form—it’s a medium of emotional storytelling and cultural symbolism. Designing with both heart and function allowed me to develop a stronger design philosophy and reaffirmed my ambition to work as a brand designer in a global automotive company.
JJ : Foogo is a visual translation of “mobility,” “emotion,” and “culture.” It’s more than a snack box—it’s a moving brand experience rooted in the stories and sentiments of Korean soul food. I hope it becomes a gateway to introduce more people to the heart of Korean street culture.
