CJ
Leveraging a legacy
Repositioning 50+ years of history with a new brand identity helped Korean conglomerate CJ compete on a highly diversified global stage. CJ’s diversity and vision of “health, joy and convenience” is visualized in its new symbol, a painter’s palette.
WHAT WE DID
Management Interviews/Research Reposition Cheil Jedang Group Portfolio Architecture Rethink Brand Elements Naming Visual Language Applications to Select Items
CHALLENGE
Korean industrial conglomerate Cheil Jedang has a rich history rooted in the raw foods industry, with its name literally meaning “First Sugar Manufacturer.” This storied company was straddled between two worlds: its legacied past and its innovative future. Today’s modern entity has grown to include financial services, biotechnology, and entertainment, in addition to its core foods business. Expanding the brand’s platform to build on the past while fostering an inspiring vision of the future presented a challenge requiring holistic and integrated thinking.
SOLUTION
To position Cheil Jedang more competitively on the global stage of business, the company’s name was simplified to CJ, and was given a more updated and craftsman-like typography. This choice supported changing the blue/red/white color palette to a more contemporary red/blue/rich yellow, with modern graphics suggestive of an Alexander Calder mobile. Reflecting today’s diversified global operations, this new positioning and identity showcases the company’s creativity, humanity, teamwork, and customer-driven focus.
The simplicity of the identity allows for colorful and memorable expressions across a range of media.
The CJ identity comes alive on a truck from their logistics division.
The simplicity of the identity allows for colorful and memorable expressions across a range of media. 