[Edaily Reporter SIN SOO-JUNG ] Daesang(001680)announced on the 23rd that it had won a Red Dot Design Award in the main category for its Cheongjeonwon K-Food Digital Design System and the packaging for its Sunchang Bon-Doenjang. With this win, Daesang has extended its streak of Red Dot Award wins to three consecutive years.

Both designs were selected for the Main Prize in the Brand and Communication Design category. The K-Food Digital Design System marks the first Red Dot Main Prize Daesang has received for online content.

The system is characterized by its use of traditional Korean cuisine’s color palette and negative space to enhance the visual consistency of Cheongjeonwon’s content. Based on this system, Daesang produced over 1,000 pieces of Korean cuisine-related photos and videos with consistent color tones and compositions.

Approximately 800 product detail pages were also redesigned to separate text from images. Product information was arranged in a structure suitable for optical character recognition (OCR), and existing design assets were made available for use in generative AI-based videos and other media.

The design of the Sunchang Bon Doenjang package incorporates the straight lines of the Chinese character “Bon” (本). The transparent container and simplified label allow the product’s color and texture to be seen from the outside. An image of doenjang is placed at the top of the container.

Kwon Hyun-tae, Head of Daesang’s Brand Group, stated, “Winning the Red Dot Design Award for three consecutive years is a testament to our efforts to convey Daesang’s unique brand value in diverse ways,” adding, “We will continue to introduce a variety of designs that effectively communicate not only our brand identity but also the value of K-food, thereby providing a differentiated brand experience.”

The Red Dot Design Award is considered one of the world’s top three design awards, alongside Germany’s iF Design Award and the U.S.’s IDEA. Winners are selected in three categories: product design, brand and communication design, and design concepts.