Alumni CEO Talk

The Big Match Between Integers and Courage / Representative Essence of Diorijin, Department of Decorative Arts, Kookmin University 78
24.03.18 Hit 630

 

 

 

 

Jung believes that design makes the world a better place. With this belief, he has spent 40 years designing. From food to health supplements, cosmetics to kitchen appliances. His container designs reflect the insights of an industrial designer who has worked in various industries and his curiosity about the world.

 

 

 

 

 

 

 

 

Unique in gender, sexuality, and customs

 

 

 

As a child, Jung participated in school art competitions and won several awards. To prepare for the art entrance exam, she went to college at Kookmin University in the Department of Decorative Arts.
"When I enrolled, the Industrial Design Department was called the 'Decorative Arts Department.' At that time, there were only a few male seniors in the department, and there were only four male classmates. Due to the gender imbalance, male students naturally stood out. I was the department representative for four years."

 

 

 

 

 

 

Design books in your home office

 

 

 

 

Jung was a leader among her peers and a high achiever. She received six scholarships during her undergraduate studies.
"I graduated at the top of my department and at the bottom of my class at the School of Architecture. I think I did well in the design studies I wanted to do. In my third year, I also took a class in the Department of Costume Design. I was in ROTC training, so I went to class in a uniform, which was unusual for a male student in ROTC to take a costume design class at a time when fashion was considered a woman's domain (laughs). I was definitely the odd man out at the time."

 

 

 

 

The organically connected life of an automotive designer

 

 

 

Jung's undergraduate experience was a little different from most, and after graduation, he joined Daewoo Group Design to become an automotive designer.
"When I was a new employee, I would stand all day and sketch cars, and when I came to work, my boss would give me a new Monami 153 ballpoint pen nib, and I couldn't leave until the nib was worn out."
His first design as an automotive designer was an interior. A weaving class he took as an undergraduate in the costume department helped him to vary the materials and colors of the car seats. As he gained seniority, he took on exterior design and served as a control tower for various vehicle types, including commercial vehicles and specialty vehicles, as well as overseas projects. His last position at Daewoo was as head of the design team. Unlike design work, designers plan and design all parts of a car. It's usually done by people from science and engineering.

 

 

"In the company, it was a concern whether a team leader who was a designer could lead engineers well. I graduated from Hanyang Industrial High School. I was a manager who knew mechanics and design, so I adapted well, and the employees followed me well. The design team and related departments gradually recognized me. What I learned is that just like a car that moves by connecting various parts organically, internal relationships are the same. My active personality helped me get along with people in other departments."

 

 

 

 

 

 

 

Diorijin, a design firm specializing in out-of-this-world containers

 

 

 

Jung left Daewoo Motor Company, where he worked for about 17 years, to become the CEO of Kodas Design, a company specializing in design. At Kodas Design, he was exposed to a variety of designs, including automobiles and electronics, but he found a market for container design.
"In the early 2000s, companies didn't have their own container designs, just labels on common bottles," he says. "But in the mid-2000s, small, medium, and large companies started investing in container design, and they realized that it could become a brand, like Coca-Cola, Absolut Vodka, and banana milk."

 

 

 

 

 

Diorijin wins top international design awards for its container design

 

 

 

After recognizing the market potential of container design, Soo Jung spun off Kodas Design's container design team and founded Diorigin after a meeting with management. The results were encouraging, even though he was worried enough to lose sleep at night. In the 12 years since its establishment, Diorigin has become a company that specializes in designing containers for most bottled water brands in Korea, as well as containers for food, cosmetics, and kitchen appliances.

 

 

 

 

 

Jeju Special Self-Governing Province Development Corporation Hallasu
reddot design award winner 2013, iF packaging design award 2014, GOOD DESIGN AWARD 2014

 

 

 

 

 

 

KGC Ginseng Corporation Alpha Project
Winner of Red Dot Design Award 2018, iF Gold Award 2019, Idea Award Finalist 2019

 

 

 

 

 

 

Sampyo Pasteurised Miso, Country House tojang
Pentawards 2015, reddot design award winner 2015

 

 

 

 


 

 

Thermos Fugo Premium Neutral

 

 

 

 

"Over the past 12 years, we have built up a high-quality portfolio and are proud to have contributed to the expansion of container design in Korea. We have won several awards at international design competitions, including the Red Dot Design Award and the iF Design Award. Overseas design award officials say that Diorijin is the only company in the world that designs only containers. We have the know-how to design containers that are as unique as they are unique. We have our own 3D printer, so we can check the shape with samples from the first proposal. We have a system in place to help clients make decisions."

 

 

 

 

The future of Diorigin with designers who care about the environment

 

 

 

Designers need to be creative in new ways when designing containers in the age of the pen. So, what are the latest changes in the way containers are being designed to keep up with the writing environment?

 

 

 

 

 

 

Diorijin archive room with a variety of containers

 

 

 

 

"To be certified as a low-carbon product, a container must firstly be light in weight, taking into account the trend towards lighter weight, but also have a structure that can withstand the load of a loaded container during transport, and the CMF (Colour, Material, Finish) technological steps during production to ensure that it is lightweight and recyclable. For example, if you mix blue ink in a container to give it a fresh look, it can't be recycled." While many of the criteria for protecting the environment may seem like constraints, designers living in the age of necessity need the courage and wisdom to overcome constraints and be creative."

 

 

 

 

 

 

CEO Soo Jung (left) and Director Dongmin Jung (right).
With the addition of Dongmin Jung, Diorigin plans to expand its design scope to include spaces, furniture, and products.

 

 

 

 

Jung says that younger generations are serious about the environment, so container design will be able to integrate well into the eco-friendly era. He adds that the young designers at Diorigin are his hope.
"My son, Dongmin Jung, a junior at the university, has been in charge of Diorijin's projects since three years ago. Together with my son, we are trying to expand Diorijin's design area. Based on my own philosophy that 'container design is about putting contents in a small space,' we are trying to expand into the area of space design, including furniture and product design to fill the space."
What will the second act of Diorijin be like? As Jung and director Jung Dong-min move forward together, we hope to see Jung's boyish curiosity and willingness to try different things will remain the same.

 

 

 

 

 

 

 

 


 

 

 


 

This content is translated from Korean to English using the AI translation service DeepL and may contain translation errors such as jargon/pronouns.
If you find any, please send your feedback to kookminpr@kookmin.ac.kr so we can correct them.

 

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