lugnah
Timeline: 2021
Role: Branding, Product Design, Visual Identity
Tools: Adobe Illustrator, Photoshop, Figma
About lugnah.
lugnah (륵낳) is a tool that celebrates the playful usage of Hangul, the Korean Alphabet, in a creative, self-expressive way & invites people to rediscover the written language beyond its linguistic function. lugnah offers two alternatives to play: physical string pouches which include a random mix of Korean consonant & vowel blocks and an online, interactive play-space.
Two semesters of research, surveys, and interviews were conducted to comprehend and be aware of the language phenomenon happening within South Korea in order to develop the final deliverables for my Senior Thesis Project.
Brand Identity
lugnah products
lugnah string pouches
The first artifact that lugnah will offer are lugnah string pouches. They will come in two colors - red & blue - which are the colors of the tae-guk symbol located in the center of the Korean flag.
Hangul letter blocks
The letter blocks consist of the basic consonants & vowels of the Korean Alphabet.
Every pouch will have a random mix of these blocks in order to emphasize the notion of
randomness that arises from the creation of neologisms.
The blocks will not only distinguished by its color (red & blue) but they will also be made of different materials in order to add an extra layer of interesting experience while one plays with them.
consonants - red; pine wood
vowels - blue; plastic with magnets inside (to create complex vowels)
QR Code Tag
This small QR Code Tag will also be inside every pouch. While the general information such as lugnah’s official Instagram account and website will be listed, the QR Code itself will directly lead one to lugnah’s second product/service: lugnah Figma Play-Space.
Branding Collaterals
Posters & Advertisements
Instagram Posts & Stories
lugnah Pop Up Event
Welcome to the lugnah Pop Up Event!
To bring together all the lugnah products, I organized a potential pop up workshop event that could take place. I believed the great aspect of lugnah is that it can invite playful interactions and collaborations with others.
The event space will be divided into two main areas:
lugnah blocks playspace - Here, participants can sit down in the seating area and begin visually arranging the lugnah blocks. As people begin iterating, he or she can share their outcomes via Instagram using the hashtag (#lugnah).
lugnah interactive booth space - Here, participants will be able to play digitally using the touch screen tables and submit their outcomes at the end.
