Bibigo
Bibigo is the #1 food brand in Korea, but had little recognition in the US. They came to Upshot for help breaking into the market. We developed their brand foundation, identifying their target consumer, the ‘culturally curious’, and connected their unique offering with consumer insight to create an effective campaign around their hero product, mandu (the Korean word for dumpling). Our visual identity work is inspired by Korea’s rich historical and modern culture, the tension between the two, and the magic that it creates.
CPG Branding & Identity, Brand Campaign
Role: Art Direction, Identity Design Lead
Moodboard
Visual Guide
Mandu Monday Campaign
After establishing the brand look and feel, we identified the opportunity for Bibigo to satisfy a craving for connection in the midst of the pandemic. We created a Mandu Monday campaign, complete with a postmates activation that encouraged sending mandu around the country. The campaign made their delicious dumplings synonymous with sharing, and at the center of experiences that bring people together.
Bibigo Mandu Monday Case Study
Postmates Activation
Paid social promotions
Postmates kit
Campaign Results
