HAE-WA-DAL SOJU
2021
SENIOR PORTFOLIO
Hae-Wal-Dal is a mock-up design showcase for a soju bottle, inspired by the traditional Korean tale, Brother and Sister Who Became the Sun and Moon.The design playfully satirizes the story, featuring a tiger endlessly dancing under the sky. The colors chosen for the label represent the continuous cycle of euphoria and uninhibited joy while also symbolizing stress relief and relaxation—embodying the spirit of “Go wild all day and night.”
LABELS
INSPIRATION
In this tale, the siblings ascend to the sky, transforming into the sun and moon, symbolizing the idea of enjoying life all day and night. Haewadal Soju is a drink meant to be shared, encouraging moments of fun, connection, and celebration from morning to night.​ The tiger in Korean culture, is often depicted as a symbol of strength and exuberance, yet also as a figure of mischief and playfulness. This duality inspired the inclusion of the tiger in Haewadal Soju's branding, representing the spirited joy and unrestrained fun that the beverage aims to deliver.
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The typography of Haewadal Soju is crafted in the traditional Korean calligraphic style known as Seoye (서예). This art form, deeply rooted in Korean heritage, employs expressive brushstrokes that convey emotion and movement. By integrating Seoye, the branding not only honors Korean tradition but also imbues the product with a sense of authenticity and cultural depth.​ Together, the narrative of the celestial siblings, the vibrant symbolism of the tiger, and the elegance of traditional calligraphy converge to create a brand identity that celebrates both heritage and the joyous spirit of sharing a drink "all day and night."
