asak!
An offline store concept for MZ-targeted single-person households,
focused on "imperfect" produce and food-refurb products.
Service Design
UX Research
Branding
Spatial Concept
CAU Academic Project · 2021.09–2021.12
Singles want fresh,
not bulk-fresh.
User research with Gen-Z one-person households surfaced a recurring tension: limited budget, but a real desire for fresh, unprocessed food. Existing grocery formats either over-portioned them (Costco, Emart) or stripped freshness (convenience-store ready meals).
In parallel, ~30% of Korea's produce is discarded for being the wrong shape or size — perfectly edible food the supply chain refuses to sell. ASAK reframes that surplus as the supply, and the single-household shopper as exactly the customer who benefits from it.
01 DISCOVER
Research Overview
PESA Analysis
P
Political
Food waste reduction policies, sustainable agriculture support
E
Economic
Rising single-person household spending, discount food market growth
S
Social
MZ generation eco-consciousness, convenience-oriented consumption
A
Agricultural
B-grade produce surplus, farmer income instability
Field Research Flow
01
Traditional Market
02
Produce Market
03
Convenience Store
04
Key Insights
Project Goal
Accessibility
01
Convenient offline touchpoint for imperfect produce
Affordability
02
Budget-friendly options for small households
Sustainability
03
Reduce food waste, support eco-conscious values
Make imperfect produce approachable and convenient for MZ generation single-person households through an engaging offline store experience.
02 DEFINE
User Research & Insights
Desk Research
Market analysis & trend research
Field Research
Store visits & observations
User Research
Surveys & interviews
Survey Insights
Buy produce based on price
Struggle with packaging size
Prefer convenience stores
Key Findings
Small packaging needs for 1-person households
Price sensitivity drives purchasing decisions
Lack of accessible offline touchpoints
Desire for sustainable consumption options
User Behavior Types
Price-Conscious
45%
Convenience-Seeking
30%
Eco-Conscious
25%
Target Persona
MZ Generation single-person household members who value sustainability and convenience
• Price-sensitive but willing to pay for quality
• Seeks convenient shopping experiences
• Values eco-friendly consumption
• Limited storage space at home
04 DEVELOP
Branding & Prototype
asak!
아삭! Fresh & Imperfect
The name captures the crisp sound of biting into fresh vegetables, while embracing the beauty of imperfection.
Color System
Primary Green
#4CAF50
RGB 76, 175, 80
Dark Green
#2E7D32
RGB 46, 125, 50
Light Green
#66BB6A
RGB 102, 187, 106
Accent Lime
#9CCC65
RGB 156, 204, 101
Branded Merchandise
🎨
Veggie Figures
Collectible produce character figures
📦
Storage Containers
Eco-friendly food storage solutions
🛍️
Tote Bags
Branded reusable shopping bags
📋
Recipe Cards
Creative B-grade produce recipes
Store Environment
Entrance
Produce Display
Interactive Zone
Goods Corner
Checkout
Grooming Station
The store layout guides customers through an intuitive journey, from browsing fresh produce to interactive challenges, merchandise exploration, and convenient checkout with a unique vegetable grooming station.
Graphic Motif
Organic shapes and playful geometric patterns reflect the natural irregularity of imperfect produce, creating a warm and approachable brand identity.
03 DEVELOP
Concept & Development
Service Safari
The Picker (더피커) Analysis
Benchmarked existing food refurb services to understand current touchpoints, pain points, and opportunities for differentiation.
Pain: Limited offline presence, delivery-only model
Wow: Strong brand identity, eco-conscious messaging
Opportunity: Create engaging physical retail experience
E3 Value Framework
01
Experiential
Create engaging touchpoints that make imperfect produce feel special and fun
02
Educational
Inform customers about food waste reduction and sustainable consumption
03
Economical
Provide affordable options with transparent pricing and value propositions
Customer Journey Flow
👋
Entrance
Welcome & brand introduction
1
🥕
Produce
Browse & select vegetables
2
🎯
Challenge
Interactive engagement zone
3
🛍️
Goods
Browse branded merchandise
4
💳
Checkout
Self-service payment
5
✨
Grooming
Washing & prep station
6
"The journey transforms imperfect produce from a budget choice into an engaging, sustainable lifestyle experience."
IMG.04 · service blueprint & staged store
Hero key visual — staged interior of the
ASAK store with shoppers, plus the full
service blueprint as a backplate.
16:9 · 1320 × 761 · service deliverable
Takeaways.
Sustainability landed harder when it was framed as a deal, not a sermon. The price tag and the one-portion format did the convincing — the brand voice didn't have to.
The hardest design decision was visual: how to make B-grade produce look desirable without hiding what it is. The answer was a quiet, honest brand voice — green where it mattered, neutral everywhere else, no eco-iconography.
Outcome — Final Service Design crit deliverable for CAU 2021 fall semester. Concept book, brand system, store layout, and full service blueprint shipped as one continuous document.
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Sydney Hong
Seoul, KR
© Sydney Hong 2026 — Portfolio