Saenghwal Gongjakso "Strengthening Lifestyle Brand Identity"... Unveils New BI

[Asia Economy Reporter Kim Bo-kyung] Saenghwal Gongjakso is undertaking a brand renewal to evolve into a lifestyle brand encompassing all aspects of daily life, based on the expansion of its business areas.

This brand renewal was carried out to strengthen its identity as a brand offering a variety of lifestyle products such as kitchen, cleaning, and hygiene items. It reflects the ambition to establish itself as a leading domestic lifestyle brand alongside business expansion.

Saenghwal Gongjakso also unveiled a new BI design embodying the brand’s identity for the first time in eight years since its establishment. The new BI, utilizing a stencil graphic motif, expresses a sophisticated detail and a spirit of research for a better daily life through a solid yet clean logotype.

The new BI will be gradually applied to all products, starting with the newly launched "Eco-friendly Dishwashing Soap." This eco-friendly dishwashing soap is characterized by being made from plant-based natural ingredients aged for 30 days without synthetic additives such as synthetic surfactants, preservatives, or stabilizers. It can be safely used for washing vegetables, fruits, and other food ingredients, and naturally generated glycerin acts as a natural moisturizer, adding a skin protection function.

Kim Ji-sun, CEO of Saenghwal Gongjakso, stated, "Through the brand renewal, we aim to eliminate the limits of product categories and establish a unique position as a leading lifestyle brand covering all aspects of daily life. We will introduce new designs and products that embody the value of providing high-quality products that can be used with confidence at affordable prices."

Meanwhile, since 2014, Saenghwal Gongjakso has produced and sold over 80 types of consumer goods necessary for daily life under the brand slogan "Minimalism for Rational Consumption." In March, it successfully secured Series A investment worth 12 billion KRW, recognizing its product quality and brand reliability.