PROJECT
GOLDEN TIGER SOJU
CATEGORY
BRANDING, PACKAGING DESIGN, ILLUSTRATION
PROJECT DETAILS
Golden Tiger is a fictional brand that focuses on preserving South Korea’s rich heritage by producing luxury Soju using traditional distilling methods. Crafted to create an experience that allows you to feel like royalty with every sip.
In 1965, the Korean Park Chung-hee dictatorship banned the use of rice in alcohol due to the raging war, the growing hunger within the population and to combat rice shortages. Still, this did not stop Korean distillers from producing Soju; Instead, they created new ways to produce the alcohol without the use of rice. Soju distillers began to rely on cheaper resources such as tapioca and sweet potatoes. They innovated new methods to make soju that would continue even after the ban on rice was lifted. It became the most common method to create the iconic green-bottle soju that we know today. However, in doing so, the traditional ways of making Soju have nearly been forgotten. I saw that there was a need to bring back this traditional version of Soju, helping to introduce it to newer audiences in the modern era.
The goal of Golden Tiger is to introduce the authentic taste of Soju to Western audiences and preserve these traditional methods for future generations of distillers.
Korean royal aesthetics originating from the Goryeo and Joseon eras significantly influenced the design of the bottles.
The Golden Tiger logo resembles the official seals used by the king and royal family for stamping important documents. It is created by carving hangul letters from woodblocks to imitate the engraved characters found in these seals.
The illustrations have been styled to imitate Minhwa paintings, which are known for their expressive calligraphic brushstrokes and have adorned the walls of the royal palace. Minhwa, which translates to 'paintings of the people,' is a traditional art form that embodies the sentiments of ancient Korean people.
The Golden Tiger logo resembles the official seals used by the king and royal family for stamping important documents. It is created by carving hangul letters from woodblocks to imitate the engraved characters found in these seals.
The illustrations have been styled to imitate Minhwa paintings, which are known for their expressive calligraphic brushstrokes and have adorned the walls of the royal palace. Minhwa, which translates to 'paintings of the people,' is a traditional art form that embodies the sentiments of ancient Korean people.
By imitating the Korean royal aesthetic, Golden Tiger Soju appreciates historical Korean designs, honours the origins of Soju and offers a noble experience akin to being royalty while drinking.
