Brand Strategy for JAJU
2019
SWNA established the strategic direction for Korean lifestyle brand “JAJU,” and designed furniture and electronic products for the brand’s 2019 collection. Koreans have a lifestyle that seems similar to people in Japan and China, both of which are located in the northeast corner of Asia alongside Korea. Yet, Koreans do have unique features that stand out from its neighbors. SWNA studied these aspects, and developed a distinct brand and design philosophy for JAJU. SWNA also proposed designs customized in order to fit the living environments and needs of the Korean people. JAJU is expected to launch its 2019 collection during the latter half of the year.
