지역 특성을 담은 쌀 브랜드 디자인에 대한 연구 -신안군 쌀 섬섬옥미 브랜드 디자인개발을 중심으로-

The purpose of this research is to analyze the current status of rice brands in Korea and abroadin order to develop the rice brand design of ‘Sum Sum Oak Mi’ as Shin Nan Gun’s regionalcooperative brand. Since rice manufacturers and sellers are having difficulties due to the opening of new ricemarkets, the dwindling consumption of rice, and the lowering of rice prices, the solution is topromote the quality of rice varieties and their regional features. First, the government analyzed the current rice brands produced in Korea, and compared the ricebrands produced in countries that consume rice as a main staple. Then they analyzed thebrands in terms of design, and improved the design of the rice packages. Traditionally, Korean rice packaging design generally has similar form features regardless ofregion, brand and variety; whereas, Japanese rice brand packaging design utilizes characters orillustrations for packaging design. The packaging design of rice brands in the United States andGermany, in general, has chosen simple design direction, emphasizing the use of typography. In order to achieve brand success, domestic brand development should focus on the uniquenessof various high-grade rice varieties, an appreciation of local region sensibilities and packagingthat is attractive across multiple generations. The conclusion is that there is a need to develop a new customer-oriented brand.