Making Home Dining More Enjoyable with Bibigo
Turning fish into fun: a family-friendly plate campaign to ease children’s resistance to seafood
Mealtime isn’t just about nutrition—it’s about experience, imagination, and emotional bonding.
We set out to turn grilled fish into a moment of discovery, delight, and connection between parents and children.Parents often struggle to get their children to eat grilled fish due to its strong smell, unfamiliar look, and unexciting presentation.
During the COVID-19 pandemic, this challenge intensified as home-cooked meals became more frequent. Bibigo saw an opportunity to reframe their grilled fish line as not just convenient and healthy, but also emotionally engaging and kid-friendly.
We set out to turn grilled fish into a moment of discovery, delight, and connection between parents and children.Parents often struggle to get their children to eat grilled fish due to its strong smell, unfamiliar look, and unexciting presentation.
During the COVID-19 pandemic, this challenge intensified as home-cooked meals became more frequent. Bibigo saw an opportunity to reframe their grilled fish line as not just convenient and healthy, but also emotionally engaging and kid-friendly.
Design a campaign experience that reduces children’s resistance to grilled fish by transforming mealtime into a playful, creative moment.
The goal was to build an emotional connection between the product and families especially children through visual storytelling and fun plate decoration.
<Trendy Grilled Fish, Stylish Plated Dish> A kid-friendly grilled fish dish that’s easy to prepare and free from any fishy odor.
We crafted a campaign experience around the idea of “Playful Plates.”
The goal was to make grilled fish feel fun, approachable, and even adorable especially for kids.
The goal was to make grilled fish feel fun, approachable, and even adorable especially for kids.
Insight Discovery
We began by identifying common friction points parents face with seafood for kids: messy preparation, unpleasant smell, and picky eating. We wanted to create a solution that made fish feel fun, effortless, and part of family bonding time.
We began by identifying common friction points parents face with seafood for kids: messy preparation, unpleasant smell, and picky eating. We wanted to create a solution that made fish feel fun, effortless, and part of family bonding time.
Plate Design Concept: Playful Plates
Inspired by the idea of turning meals into games, we designed a visual system for plate decoration—encouraging families to interact with the product in creative ways. Soft shapes, friendly typography, and warm colors brought comfort and playfulness together on the table.
“A fish dish for my child with no smell, no fuss, and lots of joy.” —This was the tone we infused into every visual.
Inspired by the idea of turning meals into games, we designed a visual system for plate decoration—encouraging families to interact with the product in creative ways. Soft shapes, friendly typography, and warm colors brought comfort and playfulness together on the table.
“A fish dish for my child with no smell, no fuss, and lots of joy.” —This was the tone we infused into every visual.
Emotional Branding through Influencer Activation
We partnered with parenting YouTuber Hey Jini, who walked her audience through the plate kits in real family settings. This grounded the design in real-life relevance and boosted campaign relatability.
We partnered with parenting YouTuber Hey Jini, who walked her audience through the plate kits in real family settings. This grounded the design in real-life relevance and boosted campaign relatability.
Product Strengths Visualized
- 1 minute microwaveable preparation
- No strong odor
- Nutritionally balanced and easy to plate: Collaboration with food creators and photographersThese features were translated into clear design symbols and intuitive messaging across campaign visuals.
- 1 minute microwaveable preparation
- No strong odor
- Nutritionally balanced and easy to plate: Collaboration with food creators and photographersThese features were translated into clear design symbols and intuitive messaging across campaign visuals.
Plate Styling Examples
Designed layouts that turn the meal into a moment of play helping kids engage with the food visually first.
Plate styling examples to encourage playful interaction.
Packaging Design
Created a kid-friendly visual identity using soft typography, rounded shapes, and warm tones.
Packaging designed to feel safe, soft, and friendly for young kids.
High reuse & internal adoption
The designed product visuals were later used as official goods and repurposed in a second grilled fish campaign.
The designed product visuals were later used as official goods and repurposed in a second grilled fish campaign.
Client-wide recognition
Internally recognized as one of CJ’s top-performing brand campaigns, this initiative not only inspired a follow-up campaign but also set a new benchmark for family-centered product storytelling at the company.
Internally recognized as one of CJ’s top-performing brand campaigns, this initiative not only inspired a follow-up campaign but also set a new benchmark for family-centered product storytelling at the company.
Strong influencer engagement
Hey Jini’s video content saw high engagement from Bibigo’s core parenting audience.
Hey Jini’s video content saw high engagement from Bibigo’s core parenting audience.
Product Strengths Visualized
Parents shared photos and comments showing their kids’ changed behavior toward eating fish.
Parents shared photos and comments showing their kids’ changed behavior toward eating fish.
User Reactions
“This is so cute! Even I want to eat it.”
“My son usually hates fish but he actually finished the whole plate.”
“Can’t believe something so healthy looks this fun.”
“My son usually hates fish but he actually finished the whole plate.”
“Can’t believe something so healthy looks this fun.”
This project helped me realize the power of emotional UX, how design can not only solve problems but also change behavior, especially in family and lifestyle contexts. I also deepened my understanding of storytelling through influencer content and multi-touch branding. Working across digital, product, and family-centered UX gave me hands-on insight into how design can improve everyday life.
Most meaningfully, a friend told me that her daughter who used to avoid fish now enjoys grilled fish thanks to our plate design.
BIBIGO Grilled Fish Digital Campaign <요즘생선, 요즘식꾸>
CJ CheilJedang, Bibigo
Digital Campaign
CJ CheilJedang, Bibigo
Digital Campaign
Task Scope: Digital Campaign
Partial Scope: Creative Direction
Sub Tasks: Strategy, Identity, Packaging, Product Design, Website, Digital Advertising (DA), Guidelines
Category: F&B
Date of Completion: 2024
Partial Scope: Creative Direction
Sub Tasks: Strategy, Identity, Packaging, Product Design, Website, Digital Advertising (DA), Guidelines
Category: F&B
Date of Completion: 2024
Photography & Food Styling: HARU
Role: Graphic Design & Product Design
I was responsible for:
- Campaign concept development and visual storytelling
- Product design for the grilled fish line for Campaign
- Art direction for plate styling and set design
- Collaboration with food creators and photographers
- Visual content creation across digital and physical touchpoints
I was responsible for:
- Campaign concept development and visual storytelling
- Product design for the grilled fish line for Campaign
- Art direction for plate styling and set design
- Collaboration with food creators and photographers
- Visual content creation across digital and physical touchpoints
