Heart & Seoul
Research · Brand Management · Branding · Creative & Art Direction · Copywriting
Heart & Seoul developed a line of authentic Korean-style bone broths and cooking fats to set a new standard of zero-waste kitchens and ethical farming practices.
Our team conducted signal research testing and qualitative market research to establish a foundation for brand positioning. We discovered that our target personas valued authentic, global cuisines. The brand’s ethos evoked a homey, warm, nourishing feel and the brand messaging was approachable and knowledgeable to match. We wanted to bridge the connection between the farm and kitchen with our dinner table-inspired color palette, custom iconography, and photography direction.
Copywriting Samples
TARGET AUDIENCE
Meet the health and eco-conscious omnivore. They care as much about the way they cook as they do what they cook with. High-quality ingredients matter to them. Thus, seeking out certified organic, non-GMO labels with no preservatives or additives. Beyond that, they prioritize tried and true, culturally authentic foods over convenient, quick eats.
They believe nutrition is the key to health and longevity and are willing to substitute existing products for ones that have health benefits. Taste is never a tradeoff, it’s the dealbreaker. They don’t cut corners and are willing to pay more if it means knowing what is going in their body.
Regenerative farming fascinates them since they carry a mutual respect for animals, land, and the planet and know all these factors directly affect their health too. Thus, seeking out products sourced this way. They are always looking for routine improvements to how they live at home and in the greater collective. Challenging beliefs and status quo with strong arguments – willing to take a stance.
BRAND MANIFESTO
Let’s reclaim the way we cook, consume, and live by following our ancestral lineage. A kitchen reclamation, with a kinship of animals, land, history, and you.
The kitchen is the heart of the home. It brings us together with loved ones to kindle stories, traditions and, past times. It nourishes and restores. Feeds and fuels.
It’s time for a greater contribution to home-cooked meals. One that eliminates food waste, tributes cultural origins, and provides nutrient-dense alternatives to the industrial ingredients and oils that bring nothing to the table.
Heart & Seoul – authentic bone broths and cooking fats filled with health benefits, flavor, love, and tradition. Rise up and join our reclamation.
Client: Heart & Seoul
Agency: Launch Pop
Art Director: Emily Hill
Brand Manager & Strategist: Emily Hill
Brand Strategist: Emily Hill
Copywriter: Emily Hill
Graphic Designer: Cheryl Li