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.
"Uigwe" from Joseon Dynasty
Illustrations inspired by "Uigwe".
For the brand identity, we reconstructed Chinese & Korean characters.
Art Direction & Design: Charry Jeon
Illustration: Hangeol Kim
Photography: Kiwoong Hong