This design initiative involves the rebranding of the Icheon Rice Culture Festival, an event held in South Korea every October celebrating the Icheon rice harvest and historical agricultural practices. The goal of the redesign is to distinguish this event as something that both local families and tourists with young children would enjoy. The project consists of a poster printed on Korean hanji paper, a festival events booklet doubling as a colouring book, crayons and buttons.
As part of the design approach, research was conducted to identify nostalgic visual cues associated with childhood in Korea. These findings are implemented through the use of certain symbols, traditional South Korean colours, and self-generated illustrations of families participating in traditional agricultural activities.
This project is an Adobe Design Achievement Awards 2013 Print Communications Semifinalist.