Foogo ᱯᱮᱠᱮᱡᱤᱝ ᱰᱤᱡᱟᱭᱤᱱ by Jiwon Jung is a highly esteemed winner of the very prestigious 2025 A' Design Award ᱞᱚᱦᱟ ᱯᱩᱨᱚᱥᱠᱟᱨ in ᱯᱮᱠᱮᱡᱤᱝ ᱰᱤᱡᱟᱭᱤᱱ Competition Category.
ᱞᱚᱦᱟᱯᱮᱠᱮᱡᱤᱝ· 2025
Foogo ᱯᱮᱠᱮᱡᱤᱝ ᱰᱤᱡᱟᱭᱤᱱ
by Jiwon Jung
Client: Hongik University
A' Design Award ᱞᱚᱦᱟ ᱯᱩᱨᱚᱥᱠᱟᱨ Winner in ᱯᱮᱠᱮᱡᱤᱝ Category
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Verified Award Winner
Verify Award Status for #167596The Design
About Foogo ᱯᱮᱠᱮᱡᱤᱝ ᱰᱤᱡᱟᱭᱤᱱ
ᱯᱷᱩᱜᱚ ᱫᱚ ᱠᱚᱨᱤᱭᱟᱱ ᱡᱚᱢ ᱴᱨᱚᱠ ᱠᱷᱚᱱ ᱩᱫᱩᱜ ᱠᱟᱛᱮ ᱵᱮᱱᱟᱣ ᱟᱠᱟᱱ ᱯᱮᱠᱮᱡᱤᱝ ᱠᱚᱱᱥᱮᱯᱴ ᱠᱟᱱᱟ, ᱡᱟᱦᱟᱸ ᱢᱩᱞ ᱥᱚᱱᱚᱛ, ᱪᱟᱹᱞᱩ ᱫᱟᱲᱮᱭᱟᱜᱼᱟᱱ ᱟᱨ ᱵᱮᱵᱷᱟᱨᱤᱭᱟᱹ ᱥᱚᱦᱚᱡ ᱰᱤᱡᱟᱭᱤᱱ ᱮ ᱩᱫᱩᱜᱟ᱾ ᱢᱤᱫ ᱠᱟᱹᱴᱤᱡ ᱡᱚᱢ ᱴᱨᱚᱠ ᱞᱮᱠᱟ ᱛᱮᱭᱟᱨ ᱠᱟᱛᱮ, ᱱᱚᱶᱟ ᱫᱚ ᱢᱟᱨᱮ ᱠᱷᱚᱱ ᱪᱚᱞᱚᱛ ᱵᱚᱠᱥᱚ ᱯᱮᱠᱮᱡᱤᱝ ᱠᱷᱚᱱ ᱵᱷᱮᱜᱟᱨ ᱠᱟᱛᱮ ᱠᱚᱨᱤᱭᱟᱱ ᱥᱚᱲᱚᱠ ᱡᱚᱢ ᱟᱜ ᱟᱹᱛᱢᱟ ᱮ ᱫᱮᱠᱷᱟᱣᱟ᱾ ᱟᱭᱢᱟ ᱞᱮᱠᱟᱱ ᱴᱨᱚᱠ—ᱠᱮᱨᱟᱵᱷᱟᱱ, ᱵᱷᱮᱱ, ᱟᱨ ᱴᱨᱮᱭᱞᱟᱨ—ᱥᱮᱞᱮᱫ ᱠᱟᱛᱮ, ᱱᱚᱶᱟ ᱫᱚ ᱠᱚᱨᱤᱭᱟᱱ ᱟᱹᱛᱢᱟ ᱡᱚᱢ ᱟᱜ ᱫᱟᱲᱮᱭᱟᱱ ᱟᱹᱠᱷᱨᱤᱧ ᱮ ᱫᱚᱦᱚᱭᱟ᱾ ᱚᱪᱚᱜ ᱫᱟᱲᱮᱭᱟᱜᱼᱟᱱ ᱦᱟᱹᱛᱤᱭᱟᱹᱨ ᱫᱚ ᱤᱫᱤ ᱠᱟᱛᱮ ᱤᱫᱤ ᱞᱟᱹᱜᱤᱫ ᱟᱨ ᱵᱮᱵᱷᱟᱨ ᱥᱚᱦᱚᱡ ᱵᱮᱱᱟᱣᱟ᱾ ᱢᱟᱨᱮ ᱚᱝᱥᱚ ᱟᱨ ᱱᱟᱶᱟ ᱩᱯᱨᱩᱢ ᱮ ᱡᱚᱲᱟᱣ ᱠᱟᱛᱮ, ᱯᱷᱩᱜᱚ ᱫᱚ ᱢᱤᱫ ᱜᱷᱩᱲᱤ ᱧᱮᱞ ᱚᱱᱩᱵᱷᱚᱵ ᱮ ᱮᱢᱟ ᱟᱨ ᱥᱟᱸᱥᱠᱨᱤᱛᱤᱠ ᱥᱮᱛᱩ ᱞᱮᱠᱟᱛᱮ ᱠᱚᱨᱤᱭᱟᱱ ᱡᱚᱢ ᱟᱜ ᱠᱟᱹᱦᱱᱤ ᱟᱨ ᱵᱷᱟᱹᱵᱽᱱᱟ ᱮ ᱦᱟᱹᱴᱤᱧᱟ᱾
The Recognition
About the A' Design Award ᱞᱚᱦᱟ ᱯᱩᱨᱚᱥᱠᱟᱨ
Foogo ᱯᱮᱠᱮᱡᱤᱝ ᱰᱤᱡᱟᱭᱤᱱ ᱫᱚ A' Design Award ᱞᱚᱦᱟ ᱯᱩᱨᱚᱥᱠᱟᱨ ᱧᱟᱢ ᱟᱠᱟᱱᱟ, ᱱᱚᱶᱟ ᱫᱚ ᱵᱷᱟᱞᱟᱭ ᱰᱤᱡᱟᱭᱤᱱ ᱠᱚ ᱞᱟᱹᱜᱤᱫ ᱮᱢ ᱟᱠᱟᱱ ᱥᱚᱢᱟᱱ ᱠᱟᱱᱟ᱾ ᱱᱚᱶᱟ ᱠᱚ ᱫᱚ ᱰᱤᱡᱟᱭᱤᱱᱟᱨ ᱠᱚ ᱨᱮᱭᱟᱜ ᱵᱷᱟᱵᱱᱟ ᱟᱨ ᱵᱷᱟᱞᱟᱭ ᱠᱟᱢᱤ ᱡᱷᱟᱞᱠᱟᱣ ᱠᱚ᱾ Foogo ᱯᱮᱠᱮᱡᱤᱝ ᱰᱤᱡᱟᱭᱤᱱ ᱫᱚ ᱠᱚᱞᱟ, ᱣᱤᱜᱭᱟᱱ, ᱰᱤᱡᱟᱭᱤᱱ ᱟᱨ ᱴᱮᱠᱱᱚᱞᱚᱡᱤ ᱨᱮᱭᱟᱜ ᱥᱤᱢᱟ ᱵᱟᱲᱦᱟᱣ ᱟᱨ ᱫᱩᱱᱤᱭᱟ ᱵᱷᱟᱞᱟᱭ ᱞᱟᱹᱜᱤᱫ ᱜᱚᱲᱚ ᱮᱢ ᱠᱟᱱᱟ᱾
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.
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