Brand Identity Analysis through Art Collaborations with Korean Ceramic Artists

In the digital era, consumers increasingly seek products that reflect their personal identity and uniqueness. This shift has led to the rise of a new consumer group known as “art-sumers,” who place high value on artistic expression in consumption. In response, brands are exploring new strategies that integrate art and commerce, particularly through collaborations with artists. This study aims to examine the characteristics and value of brand identity shaped through art collaborations between contemporary Korean ceramic artists and commercial brands. Focusing on case studies from 2020 to 2024, the research employs Jean-Noël Kapferer’s Brand Identity Prism as the primary analytical framework to assess how these collaborations affect brand identity formation. The findings reveal that the ceramic artists’ creative contributions effectively communicate brand narratives and values, resulting in unique and differentiated products. These collaborations enhance brand recognition, foster emotional connections with consumers, and contribute to brand exclusivity and premium image reinforcement. Moreover, they play a significant role in revitalizing the ceramic market while driving sales and market expansion. Ultimately, this study suggests that art collaborations with ceramic artists can serve as a sustainable model of convergence between art and business. By incorporating materiality, emotional storytelling, and artistic identity, such partnerships offer brands a distinctive, emotionally resonant identity in an increasingly competitive marketplace.