Vision Launch
On 14 September 2023, sixty years after the first Samyang Ramen shipped, the group held its vision launch. Looking back on six decades and out across the next, the event premiered the company’s first-ever advertisement and declared two new paradigms: Eatertainment and Food Care. It set out a vision in which the brand becomes a culture of play and green nature makes for healthy, happy days — and stated publicly the direction the group intends to take. Reception desk, main hall, media event and VIP box were composed as one identity.
Vision Statement
On 14 September 2023, sixty years after Samyang Ramen first shipped, the group held its vision launch. Looking back on six decades and out across the next, the event premiered the company’s first advertisement and declared two new paradigms: Eatertainment and Food Care. It set out a vision in which the brand becomes a culture of play and green nature makes for healthy, happy days, and stated publicly the direction the group intends to take.
Employee Event
Announcing the new vision and future business strategy gave employees something to look forward to in the group’s change, and carried the Roundsquare DNA outward. Programmes through the day — Best Samyang Person, word quizzes and more — turned it into a festival everyone took part in.
After Party
A rooftop after-party closed the day, strengthening the bonds between colleagues and letting the event end at ease. Under a clear autumn sky, a wood-led setting kept the conversation informal.
VIP Box
The VIP Box gathers objects that carry the identity in symbolic form. Sunglasses holding round and square whole, a mug, a socket, a Mixmapch — four items in all, balancing wit, judgement and a sense of beauty.
Article
Monthly Design Magazine
Monthly Design carried the story of what the new CI means and the process by which it was realised. Explaining the future vision through its design elements, the piece raised expectations for the road Samyang Roundsquare intends to take.