Imperial is a well-known whiskey brand in Korea. The design team transformed the conventional brand image, which was deeply committed to tradition, into a new and sophisticated appearance that clearly stands out from the competition. The objective was also to convey a competent, urban and premium image. The logo and the graphic motif show the skyline of a city, where light and darkness, city and emotion meet. The black-and-white contrast is complemented by a vivid orange, reflecting the warmness of the whiskey and its communicative effect.