Be(attitude)

Launched in 2020 in collaboration with Minjae Huh and Studio Double-D, Be(Attitude) is an online magazine and design goods shop. The brand presents a unique perspective on Korean creativity and highlights creators that match their funky brand identity. Pudding Projects was involved in the launch of the brand, the online magazine, and initial concept work for the online shop.

The “모순” in Korean roughly translates to “contradictory”, but there are a few nuances that falls out of meaning. In Korea, the word has both negative and positive connotations because it is a homogeneous society where sticking out is not widely understood or accepted. Be(attitude)’s taste and creative outlook celebrates this kind of individualism and both the editorial content and shop curation reflect this delight in the strange, cute, and weird.

Pudding Projects was heavily involved in the initial brand conception and the launch strategy. A digital native content plan was drafted to publish both longform and short-form content that would be well received by a culture-focused Gen Z readership. After launch, Pudding Projects acted as the Editorial Director of the magazine working with Korea design journalist Harry Jun to publish the Korean web magazine. The creative obstacle was creating a unique editorial voice that helped to define the brand perspective and mission of the creative project.

Editorial duties included content planning, video production, and exclusive interviews with Korea creatives. Be(Attitude) continues to publish cultural criticism, artist profiles, and other contents centering around young Korean creatives. The shop has grown in its inventory as well as it's place in the crowded online marketplace. Pudding Projects still maintains a healthy and collaborative relationship with the brand.

Collaborators

Editorial Direction: Pudding Projects
Brand Direction: Huh Minjae, Studio Double-D
Brand Design: Sohyeon Lee
KR Editor: Harry Jun
Web Design: Sohyeon Lee