This project was commissioned by RUNCOOK, an influencer with over 260K followers who shares organic recipes and products.

As the brand expanded their homemade smoothies into a commercial product, a clear logo and packaging system were required.

The client requested a design that attracts attention without ornamentation and communicates the product’s character at a glance.

Content analysis revealed that conversational storytelling while cooking was a defining brand trait. This casual “rambling” was interpreted as the brand personality and translated into a visual element.

Typography was used as the primary design feature across the front surface with a Korean-centered layout, and product characteristics were distinguished through color rather than written explanation, establishing a structured series system. The Care series adopted a matte black and white palette with a black cap to convey a premium feel, while the Fit series used colorful bodies with white caps to express a lighter usage. The color and structure clearly differentiated the lineup and strengthened the brand as a cohesive product series.

The logo was designed to intuitively convey the meanings of “run” and “cook.” Visual elements associated with both actions were refined into a form symbolizing a healthy daily lifestyle, and the final mark centers on the letter “R” depicted in a running motion.

During packaging development, printing limitations and production cost were considered, and several elements were simplified. This process reinforced the brand’s goal of a simple and instantly recognizable design, resulting in a cohesive visual identity.

The project included the logo, packaging system, business card, and product detail page, establishing the brand’s overall visual experience.