Eastreat Package Design by Hyunoh ChangEastreat Package Design by Hyunoh Chang

Eastreat Package Design

Hyunoh Chang

Colorist

Eastreat

Package Design Prime Minster Award / Korean Souvenir Competition

Eastreat is an award-winning packaging design and rebranding project for Eastseabrother, a premium pet food brand based in Korea.

The project was developed for the launch of a new product line, ‘Eastreat’, positioned within a more accessible and design-forward international market. The approach balances clarity with bold, visually engaging elements — allowing the packaging to function not only as a product container, but also as a display object.

One of Eastseabrother’s core values is “local first.” This idea was expanded from a regional perspective to a broader, national context. Each product features a different type of fish, labeled in its Korean name, reinforcing both specificity and cultural identity.

A grid-based visual system was developed to unify multiple product lines under a consistent structure. Using geometric forms derived from overlapping and intersecting circles, a set of repeatable patterns was established as the foundation of the design language. Through controlled use of form, typography, and graphic elements, each product maintains its individuality while remaining part of a cohesive identity.

From a distance, the packaging reads as a graphic pattern; up close, it reveals an abstracted ocean composed of individual fish. The label functions similarly to a wine label — acting as both an informational surface and a recognizable visual marker within retail environments.

Design by: Hyunoh Chang Brand: Eastseabrother