Clara Kim

Elevating everyday pantries with authentic Korean kitchen staples

Tiger Pantry explores how contemporary branding and packaging design can serve as a cultural bridge, making jang more accessible for a wider audience. Jang (장) is a traditional Korean condiment made from fermented soybeans, often considered the backbone of Korean cooking. Recognising the limited availability of authentic Korean condiments in New Zealand, the project reintroduces jang through a modern design lens.

By balancing modernity and tradition, the brand combines contemporary visual language with subtle cultural references, creating an identity that feels fresh yet grounded. This invites non-Korean consumers to confidently explore Korean flavours while remaining true to its origins.

The final outcome includes a gift set featuring the three jangs, a publication outlining the brand positioning and visual identity, and a poster series demonstrating the visual system in context. Ultimately, Tiger Pantry demonstrates how design can share and celebrate culture, becoming a form of storytelling that connects across cultural boundaries.