Brand Design


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The brand design for Dokkaebier, an innovative craft beer with Asian ingredients, is inspired by the dokkaebi, a shape-shifting creature from Korean folklore. The focus was on developing a distinct logo and visual identity that highlights the playful spirit and Korean influence behind the brand. The logomark draws on the Korean alphabet and traditional seals, while the brand’s spirit is communicated through a set of faces without a distinct body shape. The labels feature illustrations and icons to inform consumers about the different flavour profiles. The packaging differentiates between experimental brews (white labels) and core beers (coloured labels).

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