ARIH is a lifestyle food brand that brings the emotional rhythm of Korea into everyday moments of eating and drinking. VCR developed the brand’s strategic foundation, message architecture, and communication direction, defining ARIH as a cultural bridge between Korea and the world, tradition and today, familiarity and discovery. Built around the idea of “Between Worlds,” the project translated the spirit of Arirang into a modern brand language—one that lets people feel Korean sensibility first, before it is explained.
Scope of Work
·Brand Strategy
·Message Architecture
·Campaign Direction
·Communication Planning
Link
arih.com