Brand Slogan for Korean Food Logistics experts

JungleFish was commissioned by Korean Brand Consultancy J & Brand to create a slogan for their client “Samsung Welstory”.

In Korea, Welstory is a well-established F&B brand that provides not only professional food services but also run their own line of restaurants.

To enter the Chinese market, it was imperative to create a phonetically memorable brand slogan that captures the professionalism and freshness of their products and services. The existing Chinese brand name 悦思意 could not, by itself, deliver the full message but together, the team of brand name and slogan work very well to relay the right message and put the brand on the map.

The slogan’s repetitive simplicity “Gēng xīnxiān / gèng ānxīn / gèng měiwèi” – meaning: “fresher, safer, tastier” – is helping to affix the key points to the memory. By way of the clear and even 3×3 sentence structure the slogan conveys that Samsung Welstory is a systematic and effective partner.

After researching the competition in China and carving out the key values to be conveyed, a range of slogan candidates was created and subsequently tested with focus group along with resonance testing of other brand design elements.

The new brand slogan is widely used, in online communication and in the delivery chain and plays a crucial part in communicating succinctly what Welstory in China is all about: 更新鲜 更安心 更美味 – Fresher, Safer, Tastier