the Jeju anchovy brand launched by Kwang Ryeong Food. The brand was named ‘Mehl’s’ because small anchovies caught in the pristine waters of Jeju Island are called ‘Mel’ or ‘Melchi’ in the Jeju dialect. The brand’s mission is to convey the taste and purity of Jeju through its anchovies, hence it aims for a global image. It embraces five key brand keywords: honesty, trust, enjoyment, eco-friendliness, and positive influence. With the goal of globalizing the taste of Jeju as well as appealing domestically, the branding was developed with a youthful sensibility. Diverging from the existing color palette of Kwang Ryeong Food, the diverse colors of the Jeju sea were reinterpreted in a pop style to attract the 20-30 age demographic. The brand motif was created based on the ripple of sea water and the characteristics of Jeju anchovies.