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At New Year and Thanksgiving, South Koreans exchange gifts of very special fruit. (A single apple can cost £10.)

Mr and Mrs Kim asked us to both name and brand their new apple company. The orchards, up on the North Korean border, are close to the De-Militarised Zone, and must, by law, be used for “peaceful means”.

Applekind speaks not just about the remarkable fruit but also of the Kim’s philosophy. They believe profoundly in a kinder, better society (in a year that sorely needed it). From their cultivation methods to their workers and the wider community, the enterprise reflects exceptional care. In time, Applekind will become a residential visitor centre, offering respite to a society where economic activity barely stops.

Anything but worthy, a light-touch levity runs through the brand as it does its people, a refreshing counterpoint in a country that has, by necessity, taken things very seriously.
www.applekind.co.kr

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