Horang-i:
Building a brand for a new beverage market entry.

BRANDING, ART DIRECTION, PACKAGING

"Horang-i" (meaning Tiger" in Korean) is an all-new Beer and Soju mixed beverage. Inspired by faux-1950s/60s k-bbq, old sake labels, and neo-traditional tattoos, the brand is playful, modern, and clean, a natural fit for liquor shelves that would still stand out. The logo mark is inspired by minhwa, Korean folk art that literally translates to "painting of the people." It depicts a tiger with funky proportions to play up the liveliness of the brand with the Korean national flower Mugunghwa (hybiscus syriacus) sitting atop its forehead. Three flavours of Peach, Apple, and Mandarin are  depicted on the cans' top bands with custom iconography.

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