‘Diligent Farmer’ offers the crops that farmers grew and harvested all theirselves with care in Goheung. We have developed the brand identity and package design for ‘Diligent Farmer’ located in Goheung, Jeollanam-do. The brand logo has been created by combining the image of grain with the characteristic image of ‘Rice winnow’ so as to add a significant meaning to ‘rice winnow’ which used be used to filter out impurities and make healthy rice. The logo in hand-written style delivers the brand image of ‘the crops grown with farmers’ care and efforts.

12 types of package illustrations designed with a logo expresses the scenery of Goheung, care of farmers, and time of their efforts. Diligent farmers’ efforts and time have been redefined as the brand story with true heart, through the medium of nature. In addition, we have developed 12 different illustration images and package designs in 4 themes to introduce consumers Goheung’s beautiful hidden places and to create Diligent Farmer’s distinct brand image.

We created 4 different themes with a series of farming process: Spring, Summer, Fall, Winter. By illustrating Goheung’s tourist attractions and nature together, we have established the brand image that meets consumers’ lifestyle and sensibility with Diligent Farmer’s differentiated storytelling based on beautiful hidden natural scenery.