Areum
Jiyeon Jung
Areum is a packaging design product under the brand Jeong, which transforms the traditional Korean Norigae—a charm representing luck, protection, and personal significance—into a modern keychain series. The name Areum stems from areumdapda, meaning “beautiful,” and carries a deeper nuance: areum (“me”) and dapda (“to be like”), suggesting that being true to oneself is the most beautiful form of expression.
Focusing on storytelling through packaging, Jeong operates across two distinct formats: a bojagi-inspired package and three individual packages inspired by baekja, traditional white porcelain. Bojagi, a traditional Korean wrapping cloth, is often used to wrap and carry cherished items when gifting. Baekja reflects calm and introspective beauty. The two metaphors balance the external warmth of giving and the quiet strength of inner connection. Though minimal and uniform in shape, each package represents a distinct life stage. The featured patterns and colors reflect three chapters in my life—growing up in Korea, moving to the United States, and evolving my present identity.
More than functional objects, Areum keychains serve as personal artifacts that carry emotion, memory, and cultural identity. This work invites users to reflect on their own experiences and carry a reminder of who they are, where they come from, and how they’ve grown.