Package Design for Ahwang-ju.
Ahwang-ju is Korean traditional clear rice wine based on the original recipe from
the Corea, 1000 years ago, restored by Haeng-sook Choi, the master of Miin brewery Korea.
Tradition says that people in the royal court used to make Ahwang-ju quite often during the
Joseon Dynasty. We researched "Uigue", a collection of Royal Protocols of the over 500 year-long
Joseon Dynasty, that both records and prescribes the major ceremonies and rites of the royal family.
"Uigwe" inspired us to create labels illustrating the royal court ceremony.
![](https://cdn.myportfolio.com/76581287-86db-44ce-b522-e5db83ade7fb/d5e5c97b-3f6c-450a-b390-da7ccd8bca71_rw_1920.jpg?h=2a0bbee69fda5b561ff8b3aba08115da)
"Uigwe" from Joseon Dynasty
![](https://cdn.myportfolio.com/76581287-86db-44ce-b522-e5db83ade7fb/fe55d39b-f584-4f73-91b2-3e630a75c649_rw_1920.jpg?h=ea38052aebcbfb95d5b725330ff651b9)
Illustrations inspired by "Uigwe".
![](https://cdn.myportfolio.com/76581287-86db-44ce-b522-e5db83ade7fb/17f1f24b-6568-47eb-95b9-b0728f111090_rw_1920.jpg?h=9a484256862b6cd93a7eae80c280e9b9)
For the brand identity, we reconstructed Chinese & Korean characters.
![](https://cdn.myportfolio.com/76581287-86db-44ce-b522-e5db83ade7fb/f58d1870-91d9-406c-ad9c-24b8f052ceff_rw_1200.jpg?h=79b3469761b5970c27af34c5ca2154ea)
![](https://cdn.myportfolio.com/76581287-86db-44ce-b522-e5db83ade7fb/7e47efe8-15c1-4cf7-9302-fd3a90a486f6_rw_1920.jpg?h=4fea928020911c9b66791ecf257585a9)
![](https://cdn.myportfolio.com/76581287-86db-44ce-b522-e5db83ade7fb/03a37b54-218c-4d7a-bdb9-37e1a2f909da_rw_1920.jpg?h=effecd8989254ce27f418919b95bcf26)
![](https://cdn.myportfolio.com/76581287-86db-44ce-b522-e5db83ade7fb/117da4bd-35ab-41b7-a41b-719af5990a61_rw_1920.jpg?h=62c77093964353061f3461f461762a2e)
![](https://cdn.myportfolio.com/76581287-86db-44ce-b522-e5db83ade7fb/40eb1dc7-b0f0-4f27-adc3-b7b1e657b5b1_rw_1920.jpg?h=ed2cc30055c1fb76c99007cceaeef543)
![](https://cdn.myportfolio.com/76581287-86db-44ce-b522-e5db83ade7fb/c772be95-2931-4b58-9bad-e5c5a8ee9a65_rw_1920.jpg?h=7d38e575777f66d7f07272af67ebcd42)
![](https://cdn.myportfolio.com/76581287-86db-44ce-b522-e5db83ade7fb/0cb89deb-0cf0-437b-8fd8-075b28bfab93_rw_1920.jpg?h=529ba1f6f8b53aca6ea0e95ea1cc5a62)
Client: Sulfun
2015
CFC
Art Direction & Design: Charry Jeon
Illustration: Hangeol Kim
Photography: Kiwoong Hong