JAJU Brand Strategy for Shinsegae International
2020
For the Korean lifestyle brand ‘JAJU,’ the project established a comprehensive brand direction and strategy while designing furniture and electronics for the 2019 collection. The approach was rooted in research into Korean lifestyles, which, while sharing similarities with those of Japan and China, possess unique distinctions.
These cultural and functional differences informed JAJU’s distinct brand and design philosophy. The resulting collection was tailored to harmonize with living spaces and everyday usability, emphasizing both practicality and the uniqueness of Korean living environments.
