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How can we successfully introduce Makgeolli into

a foreign culture?

Makgeolli

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Makgeolli is the oldest alcoholic beverage

in Korean History. The drink dates back to Goreyo Dynasty (918-1320).

Makgeolli is made with rice, water and

Nuruk through fermentation.

During fermentation, first batch of alcohol

is known as Cheongju, a clear transparent alcohol, considered as higher quality and usually served to higher official in traditional Korean history.  


The second batch of fermented alcohol is known as Makgeolli.
   



 

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Dreamy

Inspiration 1


The creamy and clear unique visual characteristic from the rice particle. 

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Min Hwa

Inspiration 2

The traditional style of painting,

known for vibrant colors and
unique patterns.

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Use of thick to thin lines

Curved Pattern

Studying Colors of Min Hwa

I conducted a visual study to understand the intricate colors of Min Hwa. Min Hwa has both gradient colors and solid paste of colors

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Min Hwa's Composition

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First Iterations

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The first iteration used white outlines

and no gradient within the patterns.

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I tried a different variation of the mountain. Mountain with flat white outline, thick to thin white outline. I chose the one with thick to think line with the orange color. The line doesn't distract the gradient but enhances the quality of the gradient.

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I wanted the waves to also mimic the same style to the mountains. I choose the wave with a dark and light blue gradient with the dark blue line. It seemed the most natural and elegant way to represent the waves.

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The drink’s key ingredient is rice, therefore I
created a label in the shape of a rice grain.

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Logo Development

Fermented Alcohol = Makgeolli

발효술

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Second Iteration

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Cheong Ju was drank at night at homes of higher official, therefore I wanted to create an elegant and high-end feeling. Although traditionally the moon in Min Hwa is white, I used warm dusky orange to represent the moon, as it felt more coherent and welcoming in comparison to a white moon.

Further Exploration of Makgeolli Lable

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Makgeolli was a national drink enjoyed by a wide range of audience. It was widely enjoyed by the common people of Goreyo. I created a scene that represents the simple lifestyle of Goreyo common people to visually inform the consumers of what type of setting Makgeolli would've been drank at.

Final Design

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Bottle neck label, indicates the date that the beverage was packed on.

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