KOREAN RICE WINE
DAMUN Brand Identity
Makgeolli is a traditional Korean rice wine that is often considered as a happy and communal beverage and is often paired with dishes meant for sharing. Deeply ingrained in Korea's food culture and viewed as a means to connect with friends and family, Makgeolli is a staple.
Damun, one of the major rice wine giants in South Korea, specializes in premium Makgeolli. As a legacy brand, it has been passed down through three generations. To compete in today's market for rice wine, where competition is fierce, Damun wanted to revamp their company through rebranding.
The focus of this project was to distill the traditional nuances of making Makgeolli and modernizing its appearance to make it more attractive to a younger audience. We took inspiration from the texture of their rice wine which is thick and almost foam-like in nature and used clouds as the core visual element in their rebranding.