North Korea 01.11.16

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Stockholm-based design agency Snask offers the Democratic People’s Republic of Korea a little help on the ‘democratic’ front

Dear North ... sorry, Democratic People’s Republic of Korea,

This is an open letter from a Swedish creative agency called Snask. For a long time, we’ve witnessed a world that is increasingly full of anger and hate, a tendency that we see as the greatest enemy to a bright future. When it comes to your country, nothing would make us happier than if you decided to become a democracy. After all, the proven benefits are huge.

But of course this is not up to us – it’s only you who can take a decision to change. However, instead of just standing by and watching, we would like to give you something to help you along. As one of the world’s sharpest branding agencies, we have created a new visual identity and branding for you. We call this brand ‘Love Korea’. Yes, it’s that simple and banal. 

Why? Because the two words go very well together. It’s a name that communicates happiness, optimism and of course love. Love is not about being perfect – love is about adapting to someone and something; it is about sharing your world with everybody else in a giving and positive manner. If someone hates you, you’re instantly drawn to hate that person back. But hey, you know what the great thing is? The same goes for love! So, if you love someone, that person will be instantly drawn to loving you back.

As a result, we want to start showing our love by giving you this identity and branding for free, but it comes with one condition: prove to the world that you are a free democracy. What is more, we will give you the files straight away, so you can try the brand out yourself, just like a new, silky outfit. You’ll be the first country in the world to have ‘love’ as your number one value as well as your country’s name. Let us know if you have any questions.

Best regards,


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Words and images



Agency: Snask; Designer: Asta Ostrovskaja

quotes story

When it comes to your country, nothing would make us happier than if you decided to become a democracy. After all, the proven benefits are huge

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