Established this year in the Chungdam neighborhood of Seoul, South Korea, SSG Food Market is a health-conscious food establishment that sells domestic and seasonal fresh food, traditional native food and eco-friendly products, health products with no chemical additives, and more. SSG's identity, packaging, and environment have been designed by New York, NY-based Mucca.
We developed an information-rich brand system to speak to a demographic hungry for facts about food and health. A focus on local suppliers and their stories evokes the world of the farm, while custom stencil typography, natural materials and hand-applied graphics convey a spontaneous energy and artisanal spirit.
Mucca covered a lot of ground to bring SSG Food Market to life: a brand identity, departmental signage, merchandising, wayfinding, iconography, uniforms, retail packaging, private label packaging and a website.
— Mucca case study
Custom type by Joshua Darden.
Icons for each of the type of products sold: from those produced by SSG to those that are harvested on that day. See all descriptions here.
Great behind-the-scenes of the store coming together. Some of the shopping mall imagery is because SSG is owned by Shinsegae, South Korea's premier luxury department store.
Sometimes there is very little need for lengthy writings about a project and given the amount of images in this post, this is one of those cases. The breadth of applications that Mucca went through is pretty staggering and what's more impressive is that everything has the same simplicity and tactility applied consistently. The result is sort of a combination of the starkness and kraft-paper-ness of Muji and the monogram-pattern-ness of Louis Vuitton — as well as a nice balance between East and West aesthetics. And it all works like a charm.
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