Leemoson Market
Overview
Bringing the warmth of Busan's traditional markets into digital commerce, without leaving its vendors behind
Services
Branding
UI/UX
Role
Self-led Project
Timeline
Feb - Apr 2026
Tools
Adobe Creative Suite
Figma
Overview/Problem
2011, me and my family at a fish market in Korea.
Growing up, I frequently visited the local fish markets in Busan. Beyond the fresh groceries, I loved the warmth
of the community: especially the market vendors, or leemo (auntie in Korean), who always greeted me with a
warm smile and treated me like family. To me, the market represented connection, culture, and a sense of belonging.
Busan's traditional markets have lost roughly 100,000 vendors in five years as commerce moved online.
With most vendors being elderly, it was difficult for them to follow the trend and use the status quo's platforms.
Product photography, registration, fee structures, and multi step verification all became barriers.
Leemoson is my answer to that, a commerce brand a vendor in her sixties could actually use.
The name comes from Leemo, meaning auntie, and son, meaning hand in Korean.
Design Process
All assets were designed based on the market's colors, patterns, and textures.
Studying Southeastern Korean dialect to reflect vendors' language in the app
APP UI - Consumer
An interface that feels like the market:
approachable, familiar, playful.
From the Busan satoori (dialect) to the
vivid umbrellas, every element brings the
market's atmosphere into digital space.
APP UI - Seller
The seller app was designed under one question:
Could a 65-year-old vendor do this on her first try?
A vendor can list a product from a single photo and
run the whole day with toggles.
Final Project Poster (A1).