Forest Picks

Forest Picks

Could I plant trees in cold winter in dry land?

The appearance of putting a fork on a fruit is similar to the way a tree is planted. Plant a Forest Pick on a plate. In the cold winter, the small, rounded trees of the Forest Pick will flourish with fresh green on the table, on the desk, and or wherever you want.

A little closer to nature.

The food you are eating is also a gift from nature. Nature is always close to you. We designed to reflect the forgotten nature once again as reminding me of a flourish forest after sticking twigs into sandwiches, fruits, vegetables, and so on.

PRUDUCT – 'PRUDUCT' is a combination of the Korean word 'green' and 'product'; these easily-accessible items were created to target the 20s, who are the main focus for the <WOOPOOPOO> project.

Make Our Youth Green and Green 'WOOPOOPOO'

WOOPOOPOO is the abbreviation of the Korean phrase 'Make Our Youth Green and green' 

The new undergoing project <WOOPOOPOO (Make Our Youth Green)> organized by Yuhan Kimberly's ''Make Our Nature Green ' campaign, SK Planet, and SPEXTRUM is focused on creating a green youth lifestyle for the young people and their generation so they can become closer with the forests.

In order to form a way for the youth to develop a closer relationship with the forests, <WOOPOOPOO> will be functioning as a SNS project through Facebook, Instagram, and blogs. We are making an effort for people to easily share and come across various stories and information about forests so that they can learn from them.

While considering different ways through which the youth could coexist with the forests, we have created lifestyle items called 'PruDUCT'. SPEXTRUM fashioned unique ideas and those products and items for the 'PruDUCT' have gained successful responses and maintain consistent popularity among the youth.

Act Actually.

It takes more than the brand's history for a customer to acknowledge the brand's sincerity. Even though anyone can easily talk about it and gain some level of approval from others, customers aren't easy to fool. Ascapitalistic disposition grows stronger, it becomes harder and more expensive to attract the customers and rather than seeing the fancy wrapping, they wish tosee the true core underneath. You can also notice this type of disposition whereobjective brand journalism reporting more factual details is more popular amongcustomers than the sugar-coated stories written by marketers or copywriters.

In order to showsincerity in a brand's social contribution campaign or CSR (Corporate SocialResponsibility), the fundamental question that must be asked first is “What brandis this?” If the brand is only hosting services and contributions for obviousreasons then it will be hard to see sincerity in their actions and the activitiesbecome meaningless. Sincerity that is stacked with consistent effort andattention and not short-term will bear fruit in increased recognition of thebrand's sincerity. 

Following Yuhan Kimberly's long-term campaign 'Make Our Nature Green,’ you can see the brand's sincerity through the new <WOOPOOPOO (Make Our Youth Green and green)> campaign. No matter what the brand is, sincerity must be the basis of the brand. However, this sincerity can only have meaning if it is conveyed clearly to those receiving it. In order to go forward, it will be important to create sincerity through trends and tell a story which the consumers can identify with in this time period. As companies which had previously cut down trees to create their products and operate their businesses inversely put an effort to grow forests for the past 30 years, we've come to a period where there is no significant meaning in planting trees on Arbor Day. With this in mind, we've come to reset our goal to 'realize a better life through the coexistence of forests and humans. You can see this change, after much consideration, as our attempt to let the younger generation 'enjoy the forests' rather than 'plant a tree,' so that they can continue to pursue their values and not let go them. While viewing the world with sincerity that is true and touching and not with the so-called honesty that is obvious and is shown for formality’s sake, only values found in the intersection between the world and sincerity are true.

※This product is made with Yuhan Kimberly and SK Planet.

Forest Picks

Project owner.  SPEXTRUM, SK Planet & Yuhan Kimberly

Creative Director. Tsunho Wang
Designer. Sookyoung Kim