Abstract
The rural tourism in Korea is expanding in scope including experience tours and integrating with dining industry these days. The Rural Development Administration in Korea has been supporting the farm restaurant project across the nation as part of its efforts to utilize local or rural food recipes as tourism resource for seven years. Over the years, however, case studies are rarely done or reported regarding physical environment of farm restaurants. This study offers an opportunity for farm restaurateurs and policy makers related to recognize the importance of developing brand identity and inner culture contents for the rural community by presenting a case of integrated design marketing. In the study, definitions of the "authentic food" in Korea and other countries are compared before farm restaurants at home and abroad are investigated. It also addresses the foundation on the significance of physical environment and design to build a brand identity of authentic food. The case presented is naming, designing and developing logos and design applicable to various product packages for "Hwanggeum Bori Aechan", which is the barley (main crop in Gimje)- dish development project for Gimje, North Jeolla Province in 2012.
