Orak x Garak: Crafting a Visual Identity for Tradition & Innovation
Overview
Orak-Garak is a magazine dedicated to celebrating Garak Market, Korea’s largest traditional market, which operates around the clock, every day of the year. Despite its historical significance and lively atmosphere, younger generations are becoming increasingly disconnected from traditional markets. This project aims to bridge that gap, reconnecting them with the market’s rich traditions, human stories, and cultural vibrancy.
The Growing Disconnect
Lack of familiarity – Many young people have not grown up visiting traditional markets, making them feel less approachable.
Convenience of modern shopping – Supermarkets, convenience stores, and online platforms offer a faster and more streamlined shopping experience.
Evolving lifestyles and culture – Urbanization and changing consumer habits have shifted shopping preferences away from traditional commerce.
Limited digital presence – Many traditional markets struggle with online visibility, making them less accessible to tech-savvy generations.
The Solution
Through compelling storytelling, motion graphics, and social media content, Orak-Garak transforms Garak Market into a relatable and engaging space for younger audiences.
The magazine name, “Orak-Garak” (meaning "go back and forth" in Korean), reflects the dynamic movement of the market and its enduring connections through time.
Branding & Content Strategy
To capture the essence of Garak Market and appeal to a younger audience, we developed engaging, human-centric content.
Playful Typography & Motion Graphics – Eye-catching animations with dynamic typography and energetic music to reflect the market’s lively atmosphere.
Interviews with Retailers & Vendors – Sharing real stories from market workers to create emotional connections.
Exploration of Market Tools – Showcasing the unique tools and equipment used daily, offering an insider’s perspective.
Market Photo Dumps – A visually rich experience featuring vibrant colors, fresh produce, and the energy of the market through photography.
Logo
‘A Sunset at 5pm’,
Signifying the commencement of the market's process to distribute all ingredients to other local markets across the country.
Impact - 269% Funding Success
By weaving human stories into digital storytelling, Orak-Garak revitalizes interest in Garak Market, inviting younger generations to experience its culture, traditions, and people in a fresh and engaging way.
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Epicenter, Stockholm