|Saengong CEO Kim Ji-seon poses at his office in Yeongdeungpo District, Seoul, in March 2022. Courtesy of Saengong|
By Kim Jae-heun
A local household specialty firm called Saengong is showing the design competitiveness of its products by sweeping the world's most prestigious design awards, a company official said Sunday.
At the 2023 German Design Awards (GDA) held in Frankfurt, last December, the company won Winner and Special Mention awards in the packaging and brand identity categories, respectively.
This year, Saengong won two main design awards at the iF Design Award 2023 held in Berlin on May 15, in the household category for package design and the baby and kids categories for its hand sanitizing products.
Both the GDA and iF Design Awards are the most prestigious awards recognized worldwide for household design.
|Saengong's hand wash products / Courtesy of Saengong|
"I am very grateful to win design awards at global competitions for two consecutive years. It is meaningful that the brand's aesthetic value and its product innovation have been recognized globally. We will continue to try to convey the distinguished brand value of Saengong to consumers with designs that can be incorporated into people's everyday lives," Saengong CEO Kim Ji-seon said.
The household specialty firm started renewing its brand identity logo and product packaging designs in the second half of 2021. Its new brand identity embodies interesting details, using stencil graphic motifs and its research spirit for a better life into a solid, yet clean logotype. The Gothic typefaces were used in the logo to emphasize the sensuous image of Saengong.
For its hand-wash products, the company used animal characters to allow children to wash their hands with joy. The judges of the iF Design Awards praised the novelty of the hand-wash items' foam tool, which is designed to spray animal head-shaped bubbles when pumping the soap.