Thinking of Bung-a-ppang

Traditionally a winter street food, "Bung-eo-ppang" is a fish-shaped bun and a fond memory for many Koreans. However, bung-eo-ppang was seen as cheap and served in poorly sanitised areas. As times changed and the service areas were upgraded, Bung-eo-ppang became a trendy snack because of its unique flavour and shape. The purpose of the brand packaging design was to tie in with the new trend and overcome the negative perception of the food by highlighting that it’s cleaner and more than just a winter snack.