“PARAMEAT” is a dry-aged meat brand that underwent a rebranding project, including a name change from “Tone burnt.” We added the prefix “para-” to signify “beyond,” emphasizing the advantages of dry-aged meat in enhancing its natural flavor. The main brand colors were derived from the distinctive gray and pink hues found in the black exterior and red interior of dry-aged meat, creating a unique brand image uncommon in the general meat and processed meat market High-visibility tone and consistent visual language were used to capture the attention of young consumers.

South Korea is undergoing change. Traditional ‘meat shops’ are disappearing. Once common in neighborhoods, they are now replaced by ‘meat section’ in large supermarkets. Advancements in food distribution and packaging have made it easy to buy meat online. We aimed to create a new paradigm for ‘meat shop’ in the rapidly evolving meat market. Based on unique distribution and packaging methods, we wanted to offer consumers a fresh brand experience with dry-aged meat. Furthermore, we sought to rediscover the old ‘meat shop’ from the neighborhood using a new visual language.