Foogo 패키지 디자인 by Jiwon Jung is a highly esteemed winner of the very prestigious 2025 A' Design Award 철상 in 패키징 디자인 Competition Category.

철패키징· 2025

Foogo 패키지 디자인

by Jiwon Jung

Client: Hongik University

A' Design Award 철상 Winner in 패키징 Category

12,935

Verified Award Winner

Verify Award Status for #167596

View at A' Design Award Press Release Award Badge

Colors

The Design

About Foogo 패키지 디자인

Foogo는 다양한 한국 푸드트럭 스타일에서 영감을 받아 탄생한 패키지 디자인으로, 독창성과 휴대성을 동시에 강조한 작품입니다. 기존의 단조로운 박스형 패키지에서 벗어나, 푸드트럭의 형태를 직관적으로 형상화함으로써 한국 소울푸드의 정체성을 보다 생생하게 시각화했습니다. 특히 카라반, 밴, 트레일러 등 다양한 트럭 유형을 디자인 모티브로 활용하여, 한국 길거리 음식 문화 특유의 활기차고 역동적인 분위기를 입체적으로 담아낸 것이 특징입니다. 또한, 분리 가능한 손잡이 구조를 적용하여 실제 사용자의 편의성까지 고려했으며, 이를 통해 패키지 본연의 기능성과 이동성을 더욱 강화했습니다.
이렇듯 전통적인 감성과 현대적인 조형미가 조화를 이루는 Foogo는, 단순한 제품 포장을 넘어, 소비자에게 하나의 몰입형 비주얼 경험을 제공하는 새로운 형태의 패키지 디자인을 제시합니다.

The Recognition

About the A' Design Award 철상

Foogo 패키지 디자인, 이 작품은 A' Design Award 철상 수상작으로, 잘 디자인된 창작물에 기대되는 전문적·산업적 요건을 충족하는 좋은 디자인에 수여되는 권위 있는 인정입니다. 철상 수상작은 창작자의 뛰어난 기술, 높은 전문성, 전문가다운 이해, 창의적 역량을 보여 줍니다. Foogo 패키지 디자인, 이 작품은 높이 평가받고 감탄과 사랑을 받는 창작물로서 실용적이고 혁신적일 것으로 기대됩니다. 이 철상 수상 디자인은 업계 모범 사례를 통합하며 노하우와 재능으로 연결된 유능한 기술적 특성을 갖추고 있습니다. Foogo 패키지 디자인, 이 작품은 철저함으로 존중받으며 삶의 질을 개선하여 세상을 더 나은 곳으로 만들도록 디자인되었습니다.

Behind the Design

Press Kit

Credits, team members and technical details provided by the designer.

Unique Properties: Foogo is a packaging experience inspired by diverse Korean food truck styles, emphasizing originality and portability. Unlike conventional box packaging, Foogo is designed as an intuitive food truck shape, reflecting the identity of Korean soul food. It incorporates various truck types like caravans, vans, and trailers, capturing Korean street food’s dynamic essence. And detachable handle enhances convenience, while Foogo bridges tradition and modernity, creating an immersive visual experience.
Dimensions & Packaging: Signature Truck Package: 80mm × 140mm × 100mm
Caravan Package: 70mm × 120mm × 80mm
Trailer Package: 210mm × 75mm × 135mm
Inner Package: 75mm × 45mm × 95mm
Homemade Mix Package: 100mm × 50mm × 165mm
Tags: Korean street food, food truck packaging, soul food, snack branding, interactive packaging, cultural experience, mobile street food, K-food design
Production Technology: Foogo is made with eco-friendly paperboard, ensuring lightweight durability. Precision die-cutting maintains structural stability, while offset printing with matte and gloss coatings enhances texture. A foldable design allows easy assembly, and a reinforced detachable handle ensures convenience. The manufacturing process prioritizes sustainability and efficiency, creating packaging that is both aesthetic and practical, aligning with modern eco-conscious design trends.
Design Challenge: The biggest challenge was translating the food truck experience into functional packaging while ensuring stability. Traditional box structures lacked authenticity, requiring prototyping and material refinement. Balancing cultural authenticity with global appeal was another challenge. Foogo overcame these hurdles by merging design functionality with emotional storytelling, creating a visually engaging and immersive representation of Korean soul food.
Research: This study examines how packaging enhances cultural storytelling in consumer experiences. Research analyzed the global appeal of K-food, the emotional connection to nostalgic snacks, and how interactive packaging influences perception. Surveys and prototypes confirmed that culturally immersive designs enhance engagement. Foogo’s food truck-inspired packaging was developed from these insights, ensuring a meaningful and relatable experience for international audiences.
Inspiration: While traditional Korean cuisine like bibimbap and bulgogi is globally recognized, Korean soul food remains largely unknown. Street snacks like gamja hotdog, egg bread, and dalgona are more than just food—they hold cultural significance and nostalgia. Foogo was inspired by Korean mobile food stalls and trucks, recreating the excitement of holding a warm snack on a cold day. The packaging captures this authentic street food experience, making Korean soul food accessible worldwide.
Project Duration: The project started in Seoul in February 2024 and was completed in Seoul in November 2024.
Operation Flow: Foogo’s unboxing simulates purchasing from a real food truck. The opening mechanism resembles a serving window, enhancing the authenticity of the experience. A detachable handle ensures portability, making it easy to carry. Design elements such as food truck signage create a realistic street food ambiance. Foogo is not just packaging—it is a storytelling tool, engaging consumers in a multi-sensory experience that extends beyond taste.
Patents: This work is all original images not copyrighted.
Team Members: Design Director : Jiwon Jung
Image Credits: This work is all original images not copyrighted.