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How can we successfully introduce Makgeolli into
a foreign culture?
Makgeolli
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.
Dreamy
Inspiration 1
The creamy and clear unique visual characteristic from the rice particle.
Min Hwa
Inspiration 2
The traditional style of painting,
known for vibrant colors and
unique patterns.
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
Min Hwa's Composition
First Iterations
The first iteration used white outlines
and no gradient within the patterns.
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.
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.
The drink’s key ingredient is rice, therefore I
created a label in the shape of a rice grain.
Logo Development
Fermented Alcohol = Makgeolli
발효술
ㅂ
ㅎ
ㅅ
Second Iteration
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
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
Bottle neck label, indicates the date that the beverage was packed on.
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