ChomChom
ChomChom is a project that began with the concept of "a bond that may loosen but never breaks," and unraveled this concept through Korean hospitality. Borrowing the image of thread and knots, we sought to reinterpret the fleeting moment of connection and expand it into an emotional experience. Like the ancient practice of carefully tying knots, one by one, in memory of someone, we embraced the act of "weaving" itself as the brand's core value. This knot flows consistently throughout the space, brand identity, and packaging, creating ChomChom's unique narrative. Designed by Nonspace, ChomChom transcends mere branding to become a "sensory experience that conveys the heart." We propose that it restore the warmth of relationships once obscured by the pace of daily life and that it function as a language that reconnects us today.
Brand Core Value
촘촘의 핵심가치는 ‘어떤 태도로 관계를 맺는가’를 규정하는 근본입니다. 한국의 헤리티지를 현대적 감각으로 재해석하고 이를 바탕으로 따뜻함과 진정성을 겹겹이 더해, 한때 잊혀졌던 감정을 오늘의 언어와 방식으로 다시 엮어냅니다. 이로 하여금, 마음이 오가고 관계가 이어지는 과정 속에서 촘촘만의 정표(情表)를 만들어갑니다. 결국 촘촘이 말하는 가치는 ‘무엇을 전하는가’보다 ‘어떻게 전하는가’에 가깝습니다. 관계를 대하는 태도에서 출발해 감정의 결을 정돈하고, 현대의 감각 위에 오래된 마음의 온도를 남김으로써, 서로를 향한 마음이 끊기지 않고 이어지도록 촘촘히 연결해 갑니다.
ChomChom's core values are fundamental to defining "how we build relationships." They reinterpret Korean heritage with a contemporary sensibility, layering warmth and sincerity on top of this, reweaving once-forgotten emotions with contemporary language and methods. This creates a uniquely ChomChom signature, a symbol of affection, through the exchange of feelings and the continuation of relationships. Ultimately, the values ChomChom speaks of are closer to "how we communicate" than "what we communicate." Starting with our attitude toward relationships, we refine the emotional fabric, and by preserving the warmth of our ancient hearts within a modern sensibility, we create a tight connection that ensures our mutual affections remain unbroken.
ChomChom's core values are fundamental to defining "how we build relationships." They reinterpret Korean heritage with a contemporary sensibility, layering warmth and sincerity on top of this, reweaving once-forgotten emotions with contemporary language and methods. This creates a uniquely ChomChom signature, a symbol of affection, through the exchange of feelings and the continuation of relationships. Ultimately, the values ChomChom speaks of are closer to "how we communicate" than "what we communicate." Starting with our attitude toward relationships, we refine the emotional fabric, and by preserving the warmth of our ancient hearts within a modern sensibility, we create a tight connection that ensures our mutual affections remain unbroken.
Brand Design Keyword
촘촘만의 정표(情表)를 디자인으로 풀어내기 위해, 우리는 네 가지 디자인 키워드를 도출했습니다. (1) 전통의 재해석, (2) 장인정신, (3) 수호와 기원, (4) 리추얼의 키워드들은 재료·공간·그래픽·경험의 층위를 유기적으로 연결하는 역할을 합니다. 이는 상대를 위하는 마음이 전해지고, 이로 인한 관계가 지속적으로 이어지는 순간을 촘촘의 방식으로 설계하기 위한 구조입니다.
To express ChomChom's unique sentiment through design, we identified four design keywords: (1) Reinterpretation of Tradition, (2) Craftsmanship, (3) Protection and Prayer, and (4) Ritual. These keywords organically connect the layers of material, space, graphics, and experience. This structure is designed to create moments where emotions are conveyed and relationships are fostered, in ChomChom's own way.
To express ChomChom's unique sentiment through design, we identified four design keywords: (1) Reinterpretation of Tradition, (2) Craftsmanship, (3) Protection and Prayer, and (4) Ritual. These keywords organically connect the layers of material, space, graphics, and experience. This structure is designed to create moments where emotions are conveyed and relationships are fostered, in ChomChom's own way.
Brand Naming & Logo
‘촘촘’은 마음과 마음 사이를 빈틈없이 잇는 태도를 담은 이름입니다. 작은 과자에 마음을 담아 전하는 브랜드로서, 서로를 단단히 묶는 매듭처럼 정성과 온기를 촘촘히 담아 상대에게 전하는 마음을 상징합니다. 이 철학은 로고에도 그대로 반영되었습니다. 매듭의 결속, ‘대길 (大吉)’의 길상적 의미, 그리고 한글 고유의 모던한 조형미를 결합해 완성된 로고는 섬세한 선들이 모여 하나의 연속된 형태를 이루며, 전체적으로 길상문을 연상시킵니다. 좋은 일이 생기길 바라는 마음과 정성스럽고 따뜻한 감정을 전하고자 하는 태도를 담은 상징으로, 받는 사람에게 기분 좋은 인상을 전하는 방향으로 설계되었습니다.
"ChomChom" embodies the attitude of seamlessly connecting hearts. As a brand that delivers heartfelt affection in small snacks, ChomChom symbolizes the heart that tightly encapsulates sincerity and warmth, like a knot that binds people tightly together. This philosophy is reflected in the logo. Combining the bond of a knot, the auspicious meaning of "Dae-gil(大吉)", and the unique modern aesthetic of Hangul, the logo features delicate lines that form a continuous form, reminiscent of an auspicious pattern. It symbolizes the desire for good fortune and the desire to convey sincere and warm feelings, and was designed to leave a positive impression on the recipient.
"ChomChom" embodies the attitude of seamlessly connecting hearts. As a brand that delivers heartfelt affection in small snacks, ChomChom symbolizes the heart that tightly encapsulates sincerity and warmth, like a knot that binds people tightly together. This philosophy is reflected in the logo. Combining the bond of a knot, the auspicious meaning of "Dae-gil(大吉)", and the unique modern aesthetic of Hangul, the logo features delicate lines that form a continuous form, reminiscent of an auspicious pattern. It symbolizes the desire for good fortune and the desire to convey sincere and warm feelings, and was designed to leave a positive impression on the recipient.
Color System
촘촘의 컬러 시스템은 브랜드의 정서를 담는 베이직 컬러와 길상의 상징성을 담는 도상 컬러로 구성됩니다. Heritage Gray와 Sincerity White는 대비가 강하지 않은 따뜻한 중성 톤으로, 촘촘이 지향하는 온기 있는 관계와 부드러운 환대의 태도를 시각적으로 구현합니다. 도상 컬러에는 전통의 오간색을 현대적으로 재해석해 적용됩니다. 오간색은 오방색의 색과 색 사이를 연결해 완충의 역할을 하는 색상입니다. 이는 마음과 마음을 잇는 촘촘의 태도와 맞닿아 있습니다. 오간색 중 벽색, 유황색, 녹색, 홍색을 중심으로 구성했으며, 각각 성취, 인연, 안녕, 수호의 의미를 담습니다.
타입페이스는 고운바탕을 사용합니다. 부드러운 세리프와 안정적인 자소 구조를 지닌 이 서체는 전통적 결을 유지하면서도 현대적으로 정제된 인상을 전합니다. 이로 하여금, 촘촘이 전하고자 하는 한국식
환대의 현대적인 해석을 완성합니다.
Chomchom's color system consists of basic colors that embody the brand's sentiment and iconographic colors that symbolize good fortune. Heritage Gray and Sincerity White, warm neutral tones with minimal contrast, visually embody Chomchom's pursuit of warm relationships and gentle hospitality. The iconographic colors incorporate a modern reinterpretation of the traditional five cardinal colors. These five cardinal colors gently bridge the gap between the five cardinal colors, representing the five elements and the five cardinal directions. They act as a buffer, bridging the gap between colors. This harmonizes with Chomchom's philosophy of connecting hearts and minds. The color palette is centered around wall color, sulfur, green, and red, each symbolizing achievement, connection, well-being, and protection. The typeface uses a smooth background. With soft serifs and a stable letter structure, this typeface maintains a traditional texture while conveying a modern, refined impression. It linguistically embodies the modern Korean hospitality Chomchom strives to convey.
Chomchom's color system consists of basic colors that embody the brand's sentiment and iconographic colors that symbolize good fortune. Heritage Gray and Sincerity White, warm neutral tones with minimal contrast, visually embody Chomchom's pursuit of warm relationships and gentle hospitality. The iconographic colors incorporate a modern reinterpretation of the traditional five cardinal colors. These five cardinal colors gently bridge the gap between the five cardinal colors, representing the five elements and the five cardinal directions. They act as a buffer, bridging the gap between colors. This harmonizes with Chomchom's philosophy of connecting hearts and minds. The color palette is centered around wall color, sulfur, green, and red, each symbolizing achievement, connection, well-being, and protection. The typeface uses a smooth background. With soft serifs and a stable letter structure, this typeface maintains a traditional texture while conveying a modern, refined impression. It linguistically embodies the modern Korean hospitality Chomchom strives to convey.
Key visual & Graphic
논스페이스는 동양의 전통적 상징인 (1)학과 모란, (2)잉어와 연꽃, (3)거북이와 금낭화, (4)호랑이와 소나무를 촘촘 고유의 세계관으로 재해석하여 키비주얼을 도출했습니다. 각 도상은 (1)성취, (2)인연, (3)안녕, (4)수호의 의미를 담은 ‘마음을 전하는 상징’이며, 관계와 마음이 이어지는 브랜드 철학을 드러내는 매개로 작동합니다. 이 동·식물 모티프들은 하나의 선에서 출발해 서로를 감싸고, 다시 매듭으로 연결되는 유기적인 구조로 설계되었습니다. 끊기지 않고 흐르는 선의 결은 마음과 마음이 단단하게 맞물리는 촘촘의 태도를 시각화한 결과입니다. 촘촘의 길상은 단순한 문양을 넘어, 복을 빌며 정성을 새기던 선조들의 마음을 담고 있습니다. 논스페이스는 이 도상들을 통해 받는 이와의 인연이 오래도록 단단히 이어지기를 바라는 염원을 촘촘만의 시각적 언어로 제안합니다.
None Space reinterpreted traditional Eastern symbols—(1)the crane and peony, (2)the carp and lotus, (3)the turtle and bleeding heart, (4)the tiger and pine tree—with ChomChom's unique worldview to create its key visuals. Each iconography embodies a "symbol of the heart," embodying the meanings of (1)achievement, (2)connection, (3)well-being, and (4)protection, and serves as a medium for revealing the brand philosophy of connecting relationships and hearts. These plant and animal motifs are designed as an organic structure, originating from a single line, enveloping each other, and then connecting again through a knot. The unbroken, flowing lines visualize ChomChom's attitude of a strong connection between hearts. ChomChom's auspicious symbols go beyond mere patterns; they embody the hearts of our ancestors, who prayed for good fortune and engraved their sincerity. Through these icons, None Space presents the hope for a long and strong bond with the recipient, in ChomChom's own visual language.
None Space reinterpreted traditional Eastern symbols—(1)the crane and peony, (2)the carp and lotus, (3)the turtle and bleeding heart, (4)the tiger and pine tree—with ChomChom's unique worldview to create its key visuals. Each iconography embodies a "symbol of the heart," embodying the meanings of (1)achievement, (2)connection, (3)well-being, and (4)protection, and serves as a medium for revealing the brand philosophy of connecting relationships and hearts. These plant and animal motifs are designed as an organic structure, originating from a single line, enveloping each other, and then connecting again through a knot. The unbroken, flowing lines visualize ChomChom's attitude of a strong connection between hearts. ChomChom's auspicious symbols go beyond mere patterns; they embody the hearts of our ancestors, who prayed for good fortune and engraved their sincerity. Through these icons, None Space presents the hope for a long and strong bond with the recipient, in ChomChom's own visual language.
이러한 흐름을 확장해, 식물 도상 네 가지를 하나의 구조 안에서 재해석한 심볼 그래픽을 전개했습니다. 각 도상은 독립된 형태를 유지하되, 하나의 선이 원형의 궤도를 그리며 연결되도록 구성해 전체가 하나의 연속된 흐름으로 읽히도록 전개되었습니다. 교차하고 순환하는 선의 구조는 촘촘이 말하는 ‘연결’을 상징적으로 압축하며, 질서 있게 이어지는 궤도감으로 코스믹한 인상을 형성합니다. 이 심볼은 종이백, 리지드 박스, 공간 등 사용자가 가장 먼저 마주치는 주요 접점에 우선 적용해, 촘촘의 ‘이어짐’이 경험 전반에 자연스럽게 환기되는 역할을 합니다.
Expanding on this flow, we developed a symbolic graphic that reinterprets four plant icons within a single structure. Each icon maintains its independent form, but is designed to be read as a single, continuous flow by connecting lines in a circular orbit. The structure of intersecting and circulating lines symbolically encapsulates the "connection" that ChomChom advocates, and the orderly, continuous trajectory creates a cosmic impression. This symbol is applied primarily to key touchpoints users encounter, such as paper bags, rigid boxes, and spaces, allowing ChomChom's "connectivity" to be naturally evoked throughout the experience.
Expanding on this flow, we developed a symbolic graphic that reinterprets four plant icons within a single structure. Each icon maintains its independent form, but is designed to be read as a single, continuous flow by connecting lines in a circular orbit. The structure of intersecting and circulating lines symbolically encapsulates the "connection" that ChomChom advocates, and the orderly, continuous trajectory creates a cosmic impression. This symbol is applied primarily to key touchpoints users encounter, such as paper bags, rigid boxes, and spaces, allowing ChomChom's "connectivity" to be naturally evoked throughout the experience.
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