JAJU 2020 Renewal

In 2020, JAJU rebranded to move beyond its naturalist image and better connect with the millennial generation. The goal was to modernize the brand while maintaining its core identity. As part of this transformation, the product lineup was restructured, and a new brand identity was developed with the support of an external design agency. To bring this renewed identity to life in the digital space, I led the establishment and execution of JAJU’s digital marketing tone and art direction. My approach focused on creating interactive videos, GIF content, and visually compelling campaign photography while refining brand messaging to emphasize a healthy, independent lifestyle. This strategy successfully strengthened JAJU’s digital presence, creating a cohesive and engaging brand experience. By aligning content with millennial values and digital consumption habits, we enhanced consumer engagement and reinforced JAJU’s new identity in the market.

The brand identity design for JAJU (including the logo, color system, and core guidelines) was developed by E-types.
For transparency, you may also include the official E-types project link: https://e-types.com/work/all/jaju.

The newly transformed identity of self-reliance begins with a figure swag in all directions.
The logo represents the endless expansion and change of self-reliance

JAJU’s Digital Transformation: Engaging Millennials with a Fresh Identity
Digital Campaign
Shinsegae International Corp.

Task scope: Digital Campaign
Partial scope: Creative Direction
Sub task: Art Direction, SNS, DA, Guidelines
Category: E Commerce
Date of completion: 2018~22

My Role: Art Direction, Graphic Design