TINY BUT STRONG WATERMELON, SUBAKSEKKI

watermelon foodtruck subaksekki Fruit stripe summer Tiny strong red green

Subaksekki is a boksubak-specalizing food truck business launched by Jaehee Jo, Daeho Maeng, Dabin Lee, and Heeyeong Noh issued a challenge to the society by their own way in 2014 unlike other people in their 20s who are busy preparing for the employment in Korea. They are ordinary youths who faced a reality of the intense employment competition, unemployment crisis by the recession of the national economy, and liability of the education expenses loan. They are far from the brilliant youth. They `began the food truck business with the boksubak as a medium which is not known to the public, Having a strong passion and youth only.
　　They aim to stimulate other youths of the similar age and criticize the current society only pursuing the licenses using their attempt and effort rather than focusing on making profitability of this project.
They bought one business truck, one truck for saving boksubak after gathering the capital by doing all kinds of part time jobs and 3D jobs for over 4 months and they needed a differentiated communication plan in the overall brand look&feel, brand naming, and agreement with customers right before the full-scale business.

Subaksekki's Crew (Heeyoung Noh, Daeho Maeng, Jaehee Cho, Dabin Lee) & Farmer

Subaksekki is trying coming and going the distance of over 6 hours roundtrip every dawn to provide the fresh and quality watermelon everyday.

BOK-WATERMELON (BOKSUBAK)

Boksubak is a fruit in size of one fourth of general watermelons produced in Ulgin-gun, Gyeongsangbukdo. As single household is increasing in the Korean family pattern, Korean national consumption pattern is showing many changes. More and more people are preferring the watermelon with high sugar level to the watermelon of big size. Although boksubak is smaller than general watermelons, it includes higher sugar level and iron component, and you can peel it to eat on the spot like the apple or pear, which is convenient. Subaksekki began the boksubak specializing food truck business near the college street and dormitories which is the single household-concentrated area by utilizing this nature of Boksubak.

Bok-Watermelon - Round fruits around 5-12 cm (2-5 inches) / 1.2 - 2kg

BRAND NAMING

Boksubak specializing food truck brand Subaksekki is a project 4 youths at age 24 who take the first step in the society started. Subaksekki, the brand name, was expressed using a twofold word of ‘Sekki’. It expressed the social status of young CEOs leading this project, their aggressive attitude toward the society, and primitive trait of Boksubak which is remarkably smaller than general watermelons.

BRAND STORY

Although Subaksekki is as small as caught in one hand, it has higher iron component than general watermelon and its sugar level is not different. We Subaksekki is trying coming and going the distance of over 6 hours roundtrip every dawn to provide the fresh and quality watermelon every day. Small but strong thing, Subaksekki which will blow out the heat from you in sultry summer. Tiny but Strong Watermelon, Subaksekki.

BRAND CATCHPHRASE

Use the ‘Sekki’ to the catchphrase actively among Subaksekki that is the brand name to express the aggressive and grand brand attitude to consumers, furthermore express to arouse the interest from consumers.

　　Sekki which dunks on you if you ignore it because of a small size, Subaksekki.

　　Sekki which does this not to do this, Subaksekki.

　　Sekki which goes into action if it decides to do, Subaksekki.

Brand catchphrase on the Coupon postcard, 105x148mm, Risograph Printing

BRAND CONCEPT

Brand Concept Derivation

Draw a brand concept of Subaksekki based on the basic trait on goods, customer viewpoint benefit, and brand nature.

　　Basic Trait of Product

Tiny / Caught in one hand / Higher iron component than general watermelon /

Same sugar level as general watermelon / Crunching

　　Customer Benefit

Proper to single household / Not expensive / Easy to eat / Able to peel to eat / Unique

　　Brand Attributes

Distribute boksubak in Uljin, Gyeongsangbukdo by daily / Men in their early 20s,

4-joint representative system / Youth full of passion

Brand Image Keyword > Design Essence Keyword

Draw the brand image keyword and the design concept based on the brand concept you drew before.

　　Tiny & Burdenless > Easy

As subaksekki is small, you can eat it easily and the price is cheap so it provides consumers with the comfortable brand image. Therefore, subaksekki’s brand design is easy to consumers and users can approach to the brand more comfortably because of the accessible design.

　　Young & Passionate > Intensive

Subaksekki is a brand that 4 passionate men in their early 20s prepare and sell boksubak (Tiny watermelon) day and night. We provide consumers with the passionate and powerful brand image and subaksekki’s brand design is a powerful design that reflects it.

　　Natural & Honest > Rustic

Subaksekki picked the watermelons directly from the farm (Uljin, Gyeongsangbukdo, 220 km from Seoul) in everyday, and provide consumers with the fresh watermelons. In order to depict the freshness of watermelon and honest brand spirit, Brand design was reflected by rustic design tone & manner.

BRAND LOGO

We used boksubak as small as being caught in a hand as a motif of the brand logo to express the primitive attribute of brand goods intuitively. Also, we used the bold and inclined logo type to express the ‘small but strong’ which is the brand spirit of Subaksekki.

BRAND COLOR

We reflect the color of raw materials in the brand color as it is to express the passionate brand image of Subaksekki.

BRAND MOTIF

We simplified the stripes of watermelon to express easily and intuitively and induce people of all ages and both sexes to recognize the primitive nature of brand goods at a glance. We used the stripe motif of black color as the black bar / black tape to maintain the consistent tone & manner without the medium boundary at the brand application stage.

Poster, 420x594mm, Taping on the colored paper

BRAND DESIGN APPLICATION

Subaksekki’s brand application was produced in consideration of a plan to lower the mass production price to the maximum and a plan that the brand message can be delivered to consumers effectively. For example, we provide consumers with the coupon postcard or provide the fan that used the brand motif considering the brand nature of selling the watermelon only in summer. Also, we produce the poster using the brand motif as a tape or provide the consistent brand experience in the overall application.

Truck, Order Menu, Uniform, Namecard, Postcard, Poster, Tape, Sticker, Badge, Fan, SNS

Namecard, 90x50mm, Risograph Printing

Foodtruck, Trade Wingbody 1t Truck (Black)

Order Menu

Fruit Sticker

Plastic Bag & Label Sticker

Takeaway Cup & Brand Logo Sticker

Fan

Short Sleeve Uniform

Badge

Tape, 3,000x50mm, OPP Printing

SNS

Jaehee Cho, a leader of Subaksekki team and I, his military fellow, admired for their unique attempt and effort and I agonized what help I could give their dream and passion as a designer.

　　Although the preparation period was short and the practical brand application did not lead to the mass production process because of the financial difficulty, many people delivered them a cheer message by using SNS channels and it was a chance to suggest a new possibility to peers in their 20s preparing for getting a job.

Watermelon Foodtruck - Tiny but Strong Watermelon, Subaksekki
Brand identity Design / Brand Application Design

Year : 2014

CEO : Jaehee Cho, Daeho Maeng, Dabin Lee, Heeyoung Noh
Leader : Jaehee Cho
P.R : Heera Noh, Daeho Maeng
Design : Hyojin Lee