BLWK,
Joyful, together, at the table —
a brand language found in conversation.
Brand Identity System
Brand Application Design
Illustration
2024 – 2025
Blwk
| Background |
For the identity of a brand introducing Baby-Led Weaning to the Korean market, the core message came first, drawn from in-depth interviews with the founder. The words that surfaced again and again in those interviews — joyful, together, the table — became the brand's language.
| Brand Identity 'Joyful mealtime' emerged as the core message. The typography was designed to vary according to its frame, expressing the dynamic, joyful mood of sharing a meal with a child. A set of layout principles defined how that idea would come to life differently across the website, posters, and social media. |
| Colors The colors were not invented for the brand but taken from what food already holds. Carrot orange, broccoli green, banana yellow — the color system was built on hues already present on the table. |
| Illustration The posters were composed to serve as both information and a decorative object for the kitchen. After the branding, the collaboration continued into illustration work. Building on the defined brand language, the natural colors of the food and the brand's warm tone carried straight through into the work. |